February 22, 16:10

‘Panel: Diversification and/or Brand Transformation?’

Diversification and brand transformation are important strategies for cultural institution, allowing them to adapt to changing socioeconomic conditions and reach new audiences. Diversification involves expanding the range of programming and services offered by the institution, such as hosting events for diverse communities or offering online programming. Brand transformation involves repositioning an institution to better reflect its mission and values, and to appeal to new audiences. Both diversification and brand transformation can help cultural institutions stay relevant and sustainable in the long term.  

Our panelists will present their approaches and discuss the pros and cons for the cultural industry. 

This panel is held in the course of our Innovation Day.


Matthias Röder

Managing Director, Eliette + Herbert von Karajan Institut

Expert on Digital Transformation / Intellectual Property Management, AI & Blockchain / Managing Partner at The Mindshift / Co-Founder of SONOPHILIA / CEO of Karajan Institute / Founder of Karajan Music Tech and @classichackday / Harvard PhD in Music 


Sara Arnsteiner-Simonischek

Director of Communication & Digital Mediation, Konzerthaus Berlin

In October 2022, Sara Arnsteiner-Simonischek became Director of Communication and Digital Mediation at Konzerthaus Berlin. Previously, she was the Head of Communications at the Helmholtz Association, managed the art and culture department of a Viennese communications agency, where she realized numerous multimedia projects for various cultural institutions, worked as a freelance communications consultant in Berlin and Vienna, and produced her own art documentation.

Marco Cappellini

CEO and co-founder, Centrica

Electronic engineer, 20+ years experience in culture & technology. Co-founded Centrica in 1999, the digital-imaging company which creates immersive exhibitions and enabling platforms, like the one that powers the ArtCentrica Edtech startup.

Tina Lorenz

Head of Digital Theatre + Project Lead of Digital Development, State Theatre of Augsburg

Tina Lorenz grew up in a “galactic federation of hackers” (the Chaos Computer Club), but went on to study Theatre Studies in Vienna and Munich. She has worked as a dramaturge, a teacher for acting students, a specialist for digital communication and helped invent her current position, which she has held since 2020.


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