Young people are lining up to go to the museum?
The Institute for Research on Cultural Participation published an insightful study in late 2023. It found that museums, theaters, and concert halls have reason to fear for their future audiences. At the same time, during Basel Museum Night, teenagers and young adults made up about half of the approximately 37,000 visitors. How did this come about? Why is the Long Night of Museums so popular? And what can we learn from Basel Museum Night?
Fears for the Future of Museum Audiences
The IKTF study “Cultural Institutions Under Pressure to Change in the (Post-Pandemic) Era—How to Achieve Greater Relevance? ” found that...
❌ Traditional cultural offerings are perceived as unattractive.
❌ Younger audiences lack participatory and casual formats, as well as a focus on topics such as diversity and sustainability.
❌ People under 30, in particular, feel out of place and want fresher and more varied formats.
💡Summary: There is a general decline in attendance at traditional cultural offerings. This means that interest in museums is also declining.
The "Museum Night" Success Story: How Can It Stay Relevant?
The concept of the “Long Night” has spread throughout Europe. The goal is to draw attention to cultural institutions and attract new visitors. Museum Night offers an ideal opportunity for people of all ages and backgrounds to enjoy cultural diversity together and come together through a shared experience. What makes for a successful Museum Night? And why do people line up to go to the museum?
Mood and Diversity: The Atmosphere of Museum Night
Museum Night offers a unique opportunity to experience cultural institutions in a different light. History, art, and science come to life—but with a special touch. In addition to the exhibitions, there are often a variety of activities such as live music, workshops, interactive programs, and performances. Many Museum Nights also offer free or heavily discounted admission for young visitors. This lowers barriers to entry and encourages spontaneous visits.
Food, drinks, guided tours, and workshops for everyone. The audience at Basel’s Museum Night was able to...
💄 get dolled up by drag queens (Kunstmuseum Basel)
💔 have their feelings drawn (Cartoonmuseum Basel)
🎤 experience spoken word performances (Helvetia Art Foyer)
🎨 create 3D creatures in augmented reality (Haus der Elektronischen Künste)
The Living Museum: A Place for Encounters
In a nutshell: The museum is presented—and perceived—here as a vibrant, diverse, and accessible place.
👉 What can we learn from Museum Night?
✅ Highlight concrete connections to the present
✅ Develop participatory and interactive formats
✅ Engage visitors on an equal footing
Audio Guide for Museum Night
Museums in Basel developed short audio tours featuring exciting highlights for Museum Night—from the Museum of Cultures to the Swiss Architecture Museum and the Tram Museum. This gives visitors a behind-the-scenes look—straight from the curators, educators, and experts. As was the case during the Long Night of Museums in Zurich, the initiative was particularly well-received and received extremely high ratings from visitors.
Wonnder is the new name for Audio-Cult and is a web-based audio guide platform for museums that enables audio guides without the need for an app or download.
