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We encountered the seriousness of the problem a year ago. Now we’ve accumulated some experience. But this is incredibly labor-intensive. Plus, there is no recipe to guide us. Kumu’s product is different. We don’t have works by famous impressionists; we just have Estonian art history, mostly collections. And the exhibits that we organize are not always internationally recognized. Maybe about two a year. And here is the question of how to communicate with the public in order to get them interested. There are international recipes: the extensive experience of museums abroad. But, let’s say, London’s experience won’t completely work in Tallinn. The current situation is a huge test and challenge.

Was Kumu Night one of the ways for how to communicate with a potential audience?

Liivak: Yes, definitely! Yet Kumu Night takes place only once a year. A variety of these events intended for the “young adults” audience should be available. Sure, the International Museum Night is a way to involve a broader audience, though I believe that on museum nights people have only a mediated contact with the museums. Of course, we are happy for this one-time flood of people, yet they crowd in and then flow away to the next museum. And all we can do is hope that a few will return again sometime.

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