The Art of Reinvention

  • Reference: ART-3058-E

  • Number of pages: 5

  • Publication Date: Sep 18, 2017

  • Source: IESE (España)

  • Type of Document: Article

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By all accounts, the 80th anniversary exhibition of Pablo Picasso's "Guernica" has been a success, with thousands visiting daily and lines stretching round the block. What makes people want to line up to see an 80-year-old painting that in all likelihood they have seen before, if not in a museum, then in a coffee table book or online? To answer this, we look at what the Reina Sofia does to keep its offerings fresh, modern and interesting. After all, a museum shares many things in common with a business: finding creative solutions to financial challenges, seeking new forms of collaboration, and continually pursuing innovation.