JS: Dr Oelker, you have been working at the interface between art, communication and change management for many years. What originally motivated you to focus on the transformation of cultural institutions?

SO: Cultural institutions today have to fulfil completely different requirements than they did a few years ago, which is also an opportunity to reach new target groups, form new collaborations and create new formats. Making these topics visible, discussing them, pointing out new approaches and strengthening cultural institutions as a result is something that is close to my heart.

JS: The further education programme "Cultural institutions in transformation" addresses, among other things, the repositioning of cultural institutions. What impetus do participants receive to actively shape this change?

SO: Cultural institutions are playing an increasingly important role as points of reference for society: this is both an opportunity and a challenge. Teamwork, resilience, visibility, participation, cooperation and the courage to try out new formats are playing an increasingly important role. We'll be discussing this and I'm also looking forward to hearing what the participants have to say about it.

JS: There is a particular focus on the strategic development of cultural brands. Why is this more important than ever for museums, theatres and cultural centres today?

SO: A clearly defined cultural brand is essential for visibility, target group orientation and marketing. I'm delighted to have Steffi Holz, an expert in the design of cultural brands, on this important topic.

JS: To kick things off, you will take a brief "foray through Potsdam's cultural landscape". What makes Potsdam a special location for this topic?

SO: Potsdam has a diverse and well-established cultural landscape. The clear positioning, orientation and networking of the various institutions can be wonderfully demonstrated here.

JS: Can you give us an example of a cultural institution that has undergone a successful transformation process? What can we learn from it?

SO: The former "Haus der Brandenburgisch-Preu?ischen Geschichte", whose opening exhibition and later exhibitions I was involved in as a curator, has undergone a successful transformation process. As director, Mrs Melzer and her team will give us an exclusive report on how the transformation to the "Brandenburg Museum" went and what challenges were involved ¨C I don't want to reveal any more at this point.

JS: In addition to the "Cultural Institutions in Transformation" training programme, you also run the "Curating Exhibitions" course. Are there any similarities in the challenges that curators and cultural managers have to deal with today?

SO: Most definitely: There are more diverse requirements to consider when curating exhibitions today. Questions of sustainability, climate-friendly curating and provenance research must also be taken into account.

JS: What advice would you give to cultural players facing major change processes? Is there a first question they should ask themselves?

SO: First of all, you should look at your team and talk to them about the upcoming transformation process.

The interview was conducted by Julia Sammler.