Start the day with a welcome coffee and an opportunity to connect with fellow museum and cultural professionals before the first sessions begin.

Opened in May 2026, BRUSK gives its entire ground floor back to the city as a freely accessible public space. Through its architecture and design, the building embodies the role of the museum as a third place, open to the city and its residents. The day will begin with a presentation of the City of Bruges’ ambitions for the museum quarter and BRUSK, highlighting the role of this new cultural institution in the development of the area.

What is the true value of a museum visit, beyond the experience itself? How do museums contribute to individual wellbeing and society as a whole? In this opening keynote, John Falk will explore the value museums create for individuals and communities, and their potential to act as "elders for society" — places of wisdom, guidance and connection in a changing world.

How can museums contribute to wellbeing, and how can their impact be better understood and recognised? Building on the findings of the Vienna wellbeing roundtable held on 29 September 2026, this session will explore the potential of social prescribing in museums and what a feasibility study for a pilot project could look like.

Take a short break, enjoy a coffee and connect with fellow museum professionals before the next sessions begin.

Can a museum create a sense of belonging among audiences who may never visit in person? Through Louisiana Channel, the Louisiana Museum of Modern Art reaches beyond its physical walls, sharing art, artists and creative ideas with audiences around the world. Peder Wuth, Head of Digital Development, will share the experience of Louisiana Channel and explore how digital content can extend the museum's reach, build lasting connections with audiences and create value beyond the physical visit.

Take a break, connect with fellow museum professionals and continue the conversations over a light finger food lunch. During the lunch break, take the opportunity to explore BRUSK through a 30-minute guided tour of the building and exhibitions. Tours will be organised in small groups of 15 participants, offering a closer look at this new cultural institution. Guided tours are optional and subject to prior registration.

How can museums become places where people choose to spend time, connect and return, while developing new sources of revenue? Through the experience of ACMI, Australia's national museum of screen culture, Dr Britt ROMSTAD will explore how the museum's role as a third place can create opportunities to build lasting relationships with audiences. The session will focus on membership and new revenue opportunities, examining how cultural institutions can connect audience engagement with long-term financial sustainability.

How can museums turn their artistic and intellectual expertise into new revenue opportunities while staying true to their cultural mission? Since 2017, the Centre Pompidou has developed a corporate training program that brings together contemporary art, artists, researchers and art historians to explore business challenges from new perspectives. With its historic building closed for renovation until 2030, the institution is now rethinking how to sustain and develop this activity beyond its walls. Through this case study, Caroline ABSI-LECAT will explore how corporate training can help museums diversify their revenue, build meaningful partnerships with businesses and reach new audiences, while preserving their institutional identity.

How can museums leverage their heritage and brand identity to develop new revenue streams beyond ticket sales? With its internationally recognised name and rich cultural heritage, the Château de Versailles offers a case study in brand development, licensing and commercial partnerships. Through the experience of Versailles, Alan TRIVIDIC will explore how brand licensing, strategic partnerships and e-commerce can help cultural institutions extend their reach, develop new business opportunities and generate revenue while preserving the value and identity of their heritage.

Take a short break, enjoy a coffee and connect with fellow museum professionals before the next sessions begin.

What if the museum shop were more than just a place to buy souvenirs? Often the last space visitors experience before leaving a museum, the shop plays a key role in extending the visit, shaping memories and generating revenue. Drawing on findings from a museum shop benchmarking study, this session will explore how storytelling, shop design and product selection can turn the retail space into a meaningful part of the visitor experience, connecting cultural content with commercial opportunities.

Museums create value far beyond the visit itself. But how can this value be recognised, measured and translated into sustainable funding and revenue models? Bringing together perspectives and lessons learned throughout the day, this closing roundtable will explore who benefits from the value museums create, who should contribute to funding it, and how cultural institutions can turn their social impact into long-term financial sustainability. The discussion will conclude with key takeaways and closing remarks.

Continue the conversations in the historic setting of Bruges City Hall! To conclude Future Museum Open Day, participants are invited to an evening reception hosted at Bruges City Hall. An opportunity to reconnect with fellow museum professionals, exchange ideas and reflect on the day's discussions in a welcoming atmosphere.