Every single project is unique and different from the other ones, in general terms, social and technological revolutions are challenging the role of museums in society. ACCIONA Culture specializes in the design and museography implementation of museums, exhibitions, expo pavilions, interiors, and cultural and brand experiences. ACCIONA business corporation has extensive technical and financial capacity and an experienced in-house team of more than 200 professionals across 7 offices globally.
- You worked on many key projects in different countries, which project faced major challenges and why?
Every single project is unique and different from the other ones, but I could say that in general terms, social and technological (r)evolutions are challenging the role of museums in our society. We can surely say that many young people would prefer a Netflix or a game console afternoon rather than visiting the traditional museum. That is why museums are reinventing the concept of their entity by understanding the potential of these changes in order to transform them for their own benefit.
Museums, in an attempt to keep up to date and compete with other modern entertainment venues, are reshaping their approach, creating new, experience-driven exhibits that appeal to the demanding audience of today and tomorrow.
Beyond these challenges, all the mobility and forum limitations that have taken place during the Covid19 crisis have impacted cultural consumption. In fact, experts consider that the new forms of access to culture (virtual visits, virtual conferences, online events…), together with the new models of enjoyment of cultural and museum heritage that make the most of the new and latest technologies, will remain even when it is fully back to normal. Thus, the economic impact that the pandemic has caused, has shown us at the same time the opportunities in the digital context that museums have taken advantage of and from which they continue to get the maximum benefit. This, in addition to being a challenge, is also an opportunity to reinvent it, to make museums more relocated, more accessible and, of course, more attractive.
- ACCIONA Cultura has recently delivered different exhibitions in Qatar such as the Lusail Exhibition, Al Jazeera exhibition, and the Sports 3-2 1 Museum. Can you tell us about them a little bit?
For the Lusail exhibition, the team, which is working in Qatar, has been responsible for coordinating the works that include the technical development, project management, fit-out, graphics, media productions, showcases, lighting, prototyping and testing, exhibition fabrication, object mounting, maintenance and assembly and dismantling of the exhibition, which occupies a total area of 2,800 m2.
Regarding the Experience Al Jazeera exhibition which celebrates Al Jazeera’s 25th anniversary, ACCIONA Cultura has designed the museography works and we are responsible for the maintenance of the exhibition for Qatar Museums which celebrates Al Jazeera’s 25th anniversary.
And almost one year ago, Qatar museums inaugurated the 3-2-1 Qatar Olympic and Sports Museum, the world’s largest museum dedicated to Olympics and sport and in which ACCIONA Cultura has undertaken the museography works, fit out and MEP.
For us it is an honour to be part of the Qatar culture and leave ACCIONA Cultura’s trace, but not only in this country, also in the rest of the ME region with projects such as the National Museum of Oman, the Dubai Expo 2020 (designing and producing the Sustainability Pavilion, UAE Pavilion, Spain Pavilion, Youth Pavilion, Expo Live Pavilion, 46 Thematic Pavilions and Micro-museums) the Al Shindagha Museum in Dubai, and the Qasr Al Watan Presidential Palace in Abu Dhabi.
- ACCIONA Cultura also developed some EXPO Pavilions during the last EXPO2020 in Dubai last year. How is building temporary structures different from permanent ones?
ACCIONA Cultura specialises in the design and museographic implementation of museums, exhibitions, expo pavilions, interiors, and cultural and brand experiences. As part of the multinational ACCIONA business corporation, we have an extensive technical and financial capacity, along with an experienced in-house team of more than 200 professionals across 7 offices globally.
At Expo 2020 Dubai, we implemented 51 pavilions, covering a total area of 34,895 square metres. Furthermore, for 30 years, since the Seville 92 World Expo, we have delivered 71 pavilions for different countries and organizations at 9 Expos worldwide.
We specialise in the creation of interactive content, that puts the public at the heart of it. Our teams are experts in the research, creation and application of immersive narratives and interactive technologies, as well as in the development and implementation of both Design and Built projects.
Working for temporary structures in not so different from working for permanent ones like museums. Thousands of people visit a pavilion during the Expo period, and this is usually a very short time. The quality and durability of materials and equipment, technological devices, as well as the mechanical interactive elements to be used are tested until we can ensure the best user experience. We are constantly investigating for new solutions to apply in our projects. We build mock ups to test the exhibits and resources to guarantee that everything works properly before they are installed in the pavilions and the museums. In fact, some pavilions become permanent once Expos have close.
4. In your opinion, what are the keys to being a successful leader in this sector & Market?
Our success results from our capacity to understand that an exhibition project is more than just the sum of their parts. The knowledge of the whole process is crucial to identify high-priority elements and milestones in order to meet the schedule. The process needs to be carried out always taking care of the Quality standards, the interrelations among the different disciplines and the sensitivity in the value add by each Participant, the true protagonists of the exhibition. And all this always taking care by the best team who are able to understand perfectly the needs of our client and make them alive.
