By following our vision of inspiring a more conscious world, we aim to raise the level of awareness and question what we eat, drink and take for granted - nudging society towards more sustainable habits.
Grounded in on our core values of sustainability, innovation, inspiration, inclusion and relevance, we have built a strong foundation that makes us feel confident in our uniqueness while still being open to change.
The spirit of innovation is present in everything we do and being open to new ideas and cross-boundary collaboration is a natural part of our culture. For us, this means having the courage to do things differently, always question the taken for granted and not being afraid of failure. By pushing ourselves to constantly innovate and explore ways of merging art, business and society we have been able to introduce several ground-breaking ideas to the market, including cutting-edge technology that enables us to engage guests in immersive experiences where they are invited to co-create the content with us.
Presenting beautiful, inspiring and thought-provoking world class exhibitions is at the core of our business. Recognizing the need for human respite and reflection, we aim to provide a space where people can stay present in the moment and meet each other in wonder and surprise, a place in which opportunity meets grace and change is made possible. By keeping a close eye on the needs of society, we are able to create dynamic and ever-surprising experiences for our guests.
Being a museum for the future, it is crucial that we keep an eye on what is to come while remaining rooted in our past. Serving as a societal storyteller we want to use the art of photography as a vehicle for conveying stories about a more sustainable future. For us sustainability is much more than a value proposition, it is part of our DNA. We take a systemic view of sustainability and strive to minimize our ecological footprint, while ensuring a dynamic business model that can thrive without the need of governmental support. For us, sustainability is an ongoing process and a constant reminder to favor ideas over conventions and purpose above convenience.
Our idea from the beginning was to create a place where people could feel included. Rather than catering to the needs of the elite, we wanted to introduce world-class photography to the masses, making art more accessible and offering people a place where they could feel at home. Our value of inclusion runs like a red thread throughout the organization and serves to influence us in the many choices we make every day. Such decisions include designing our spaces to be accessible to everyone, regardless of disability, setting longer opening hours to include people who work late and creating a dining experience that many can share.
If something of great importance is happening in the world, we will make sure to address it. And we will act fast. Whether it is setting up an exhibition within hours or opening our doors for civic dialogues. However, we are not satisfied merely reacting to events and trends, pro-actively we are also change agents that lift themes we consider important. Because if we fail to stay relevant - we loose our reason for being and we are reduced to the existence of being just another museum. A fate too gloomy to even imagine.