IMCC Copenhagen 2025

STORYTELLING IN MUSEUM DESIGN

Creating a seamless and unique museum experience requires a collaborative approach between the architect, museum professionals, and exhibition designers from the very beginning of the project. By working together early on, the three parties can ensure that storytelling drives the design process, seamlessly integrating architecture, exhibition design, and visitor experience.

The architect brings an understanding of space, flow, and the building’s physical environment, which should not be seen in isolation but as part of a larger narrative. The museum professionals, often curators or content experts, know the collections and the core message that needs to be communicated. Exhibition designers translate this content into engaging, interactive environments that guide the visitor through the story.

Starting collaboration early allows these stakeholders to co-create a cohesive experience where architecture and exhibitions do not compete but complement one another. Storytelling becomes the thread that weaves everything together. For example, a well-designed building can enhance the narrative by providing thoughtful transitions between spaces supporting the themes

through materials, lighting, and structure. The exhibition design can amplify these elements, guiding visitors through physical and emotional stages, while the artifacts become a dynamic part of the narrative.

Incorporating storytelling as the main guideline ensures that every aspect of the museum experience—from the layout to the visual design—serves a unified purpose. This collaborative process allows each discipline to enrich the others, creating a truly immersive and unique experience for visitors.

Congress Agenda

  • Pre-Congress Field Trips have limited capacity and require a separate registration. Transportation is on your own.

    14:00 - 16:00
    National Museum - What’s Not Working As It Is

    Location: National Museum

    Capacity: 25 attendees

    14:00 - 16:00
    The Natural History Museum of Denmark Behind the Scenes Tour

    Location: The Natural History Museum of Denmark

    Capacity: 15 attendees

    14:00 - 16:00
    BØRSEN - Behind the Scenes Tour of the rebuild post fire damage.

    Location: BØRSEN

    Capacity: 25 attendees

    14:00 - 15:15
    The Royal Danish Theatre - Old Stage Tour

    Location: The Royal Danish Theatre

    Capacity: 15 attendees

    14:00 - 16:00
    Design Museum Denmark - Behind the Scenes Tour

    Location: Design Museum Denmark

    Capacity: 15 attendees

    14:00 - 15:30
    Behind the Scenes Tour of the Glpytoteket

    Location: Glpytoteket

    Capacity: 30 attendees

  • 10:00 - 12:00
    Copenhagen Architecture Walking Tour 
    (Separate Registration Required; tour departs from Villa Copenhagen; limited to 25 attendees)

    12:00 - 16:30
    Registration Desk Open

    Location: Black Diamond

    13:00- 13:15
    Welcome/Introduction Arne Kvorning, IMCC Copenhagen 2025 Chairperson

    Location: Black Diamond

    13:15 - 13:45
    Scandinavia Update

    Location: Black Diamond

    Presenter: Ann Curtis, MuseumInsider

    13:45 - 14:30
    How Museums Shape Tomorrow’s Cities

    Location: Black Diamond

    Presenter: Morten Nielsen, Research Professor, National Museum of Denmark

    14:30 - 15:00
    Networking Break 

    Location: Black Diamond

    15:00 - 15:45
    Gods, Giants, Monsters – and People. Displaying mythology and national identity at the Árni Magnússon Institute

    Location: Black Diamond

    Presenters:
    Craig Mann, Founding Director, Studio MB

    Sigrún Kristjánsdóttir, Curator, Árni Magnússon Institute for Icelandic Studies

    Jim Broughton, Director, Studio MB (Moderator)

    15:45 - 16:30
    Breaking the Pattern: New Narratives for Paisley

    Location: Black Diamond

    Presenters:
    Matt Wilkinson, Director, AL_A

    Kristy Devine, Paisley Museum Re-imagined Project Director / Strategic Partnerships and Programme Development Director, Paisley Museum

    16:30 - 17:15
    Positive Change for People and Planet: How Storytelling is Shaping Visitor Experience at the Natural History Museum Denmark

    Location: Black Diamond

    Presenters:
    Anne-Marie Hoogerwerf, Head of Commercial Activities, Natural History Museum Denmark

    Anders Drud Jordan, Head of Exhibitions and Design, Natural History Museum Denmark

    17:15 - 18:30
    Welcome Reception 

    Location: Danish Architecture Centre (DAC)

  • 9:00 - 14:30
    Registration Desk Open

    Location: Black Diamond

    9:00 - 9:30
    Arrivals

    Location: Black Diamond

    9:30 - 10:00
    Keynote Speaker: Kasper Holten, CEO, The Royal Theatre

    Location: Black Diamond

    10:00 - 10:45
    Together with Børsen: The storytelling of Børsen; an exhibition of the rebuilding of The Danish Chamber of Commerce

    Location: Black Diamond

    Presenters:
    Johan Carlsson, Director, JAC studios ApS

    Katrine Axlev, Exhibition Project Leader / Head of Interpretation, Dansk Erhverv

    10:45 - 11:15
    Networking Break

    11:15 - 12:00 
    Museum of Wielkopolska Uprising in Poznań, Poland

    Location: Black Diamond

    Presenters:
    Bogumila Chewinska, Business Development Manager, WXCA

    Marta Sękulska-Wrońska, CEO, Architect Partner, WXCA Architectural studio

    Przemysław Terlecki, Director Wielkopolska Museum of Independence, Wielkopolska Museum of Independence

    12:00 - 13:00 
    Networking Lunch at Location: Black Diamond

    Location: Black Diamond

    13:00 - 14:15
    What Does it Really Mean to be Audacious?

    Location: Black Diamond

    Presenter: David Greenbaum, FAIA, Director of Culture and Museums, Gensler

    14:15 - 16:00
    Architecture Cruise

    16:00 - 16:30
    Arrivals & Welcome to BIG Headquarters

    Location: BIG HQ

    16:30 - 16:45
    Welcome to BIG Headquarters and Building Overview

    Location: BIG HQ

    16:45 - 17:30
    From a Single Sheet of Paper

    Location: BIG HQ

    Presenters:
    Heidi Pedersen, BIG - Bjarke Ingels Group

    Bit Vejle, Founder and Museum Director, Museum of Paper Art

    David Zahle, Partner & Architect, BIG - Bjarke Ingels Group

    17:30 - 18:30
    Networking Reception 

    Location: BIG HQ

  • 9:00 - 16:30
    Registration Desk Open

    Location: Black Diamond

    9:00 - 9:30
    Arrivals

    Location: Black Diamond

    9:30 - 10:15
    The Use of AI in Exhibition Design: The China Case

    Location: Black Diamond

    Presenters:
    Stan Boshouwers, Creative Director, Tinker imagineers

    Yaping Huang, Director of Research and Design Department, Guandong Science Center

    10:15 - 11:00
    Playing to the Gallery

    Location: Black Diamond

    Presenter:
    Chiara Barrett, Senior Architect, Carmody Groarke

    Chantelle Culshaw, Deputy Director of Dulwich Picture Gallery

    11:00 - 11:30
    Networking Break

    Location: Black Diamond

    11:30 - 12:15
    Openness and Transparency – Creating the New National Holocaust Museum in Amsterdam Together

    Presenters:
    Barend Verheijen, Creative Director, Studio Louter

    Annemiek Gringold, Chief curator, Hollandsche Schouwburg & National Holocaustmuseum

    12:15 - 13:00
    Next-Generation Natural History Museums: New Directions for a Changing World

    Presenters:
    Roger Walshe, Managing Director, Cultural Innovations

    Kristin Hibbs, Head of Exhibitions and Visitor Experience, Naturhistorisk Museum, Aarhus

    Kim Herforth Nielsen, Founder, Senior Partner, Head of Design, 3XN GXN

    13:00 - 14:30
    Lunch on your own

    Location: Black Diamond

    14:30 - 15:45
    Red Flags

    Location: Black Diamond

    Presenter:
    Chris Potts, counterculture 

    15:45 - 16:30
    The New National Museum of Art of Catalunya. How to Integrate the Extension of the Museum within an Urban Scale Transformation

    Location: Black Diamond

    Presenters:
    Guida Ferrari, Coordinator of strategic projects (G.F), National Museum of Art of Catalunya (MNAC)

    Josep Desquens, Manager (J.D), National Museum of Art of Catalunya (MNAC)

    Pepe Serra, Director of the Museum (MNAC), National Museum of Art of Catalunya (MNAC)

    17:00 - 18:00 
    Closing Reception 

    Location: National Museum 

“IMCC is the place to be for museum leaders and design professionals - programs, events, network at its best!”

—Gitte Olsson, Kvorning