For its purposeful endeavour to attract young adults and for its proactive effort to mirror public discussions of social issues, the Museum of World Culture, Gothenburg, has been awarded the most prestigious prize within the museum industry - Museum of the Year.
Our focus is on making museums more interesting and appealing to a wider audience and it is this very group (young adults) that museums seldom succeed in attracting, consequently we are all extremely happy to receive this award, is the comment made by Margareta Alin, Museum Director.
Museum of the Year is Swedens most prestigious museum award presented by Swedens International Council of Museums, ICOM, in collaboration with the Association of Swedish Museums. A total of 20 museums were nominated for the award. The Museum of World Culture was chosen for having demonstrated instances of innovative thinking and changes in society.
Gothenburgs most frequented museum
The Museum of World Culture first opened its doors at the end of 2004 and is the most frequented museum in Gothenburg, with a total of 218 000 visitors last year. More than 60% of its visitors are under the age of 30, which is quite unique for a museum. The Museum highlights and addresses current global issues and lifestyles in several exhibitions and hundreds of programme activities each year. With incredible diversity, both thought-provoking and inspirational issues have been raised at the Museum over the years, including topics such as HIV/Aids and Trafficking, Bollywood, Hip hop and Fair trade brand of fashion. The Museum of World Culture is a popular forum even for those who are not primarily interested in exhibitions, the Museums diverse programme extends to include most activities: from seminars to dance clubs.
The Museum of World Culture is part of the state-owned National Museums of World Culture, together with the three Stockholm museums the Museum of Ethnography, the Museum of Mediterranean and Near Eastern Antiquities and the Museum of Far Eastern Antiquities.
Remarkable recognition of what the Museum is all about and the work carried out and accomplished by Margareta and the members of her staff. Sincere congratulations, says Göran Blomberg, National Director.
Rationale for the award:
"The Swedish ICOM in collaboration with the Association of Swedish Museums has awarded the Museum of World Culture the title of Museum of the Year, 2009, for its proactive effort and commitment to mirror public discourse and current cultural issues from a global perspective. The Museum has created an arena for discussions and reflection and has not shied away from controversial and highly divisive subjects. A purposeful endeavour to attract young adults gives the Museum the force to inspire others to social commitment in a long-term perspective".
