Introduction to the NEXT IN Summit
The NEXT IN Summit, hosted by ACCIONA Living & Culture, took place on April 23-24, 2025, on the ACCIONA Campus. This event brought together global leaders in museology, architecture, and art to debate the longer term of cultural spaces. The summit was inaugurated by Madrid’s mayor, José Luis Martínez Almeida, and featured esteemed figures akin to architect David Chipperfield, Glenn D. Lowry, director of MoMA, digital artist Rafael Lozano-Hemmer, and Mariët Westermann, director and CEO of the Solomon R. Guggenheim Museum.
Shaping the Future of Cultural Institutions
The summit highlighted best practices in cultural space design, management, and innovation. Discussions focused on topics akin to sustainability in museums, the convergence of physical and digital experiences, and the way immersive technologies are reshaping cultural engagement. A key moment got here with the revealing of ‘Art Masters: A Virtual Reality Experience,’ a cutting-edge VR exhibition created by ACCIONA Living & Culture in collaboration with the Museo Nacional del Prado. This immersive project sparked conversations about how virtual reality can transform the best way audiences connect with art and cultural heritage.
ACCIONA Living & Culture’s Approach to Urbanism and Art
As a part of the worldwide ACCIONA group, ACCIONA Living & Culture is a worldwide leader in combining urbanism with cultural development to create projects that positively impact communities worldwide. The company partnered with the Prado Museum to design and produce ‘Art Masters: A Virtual Reality Experience.’ Supported by Chinese technology firm TDG Holding Co, the collaboration integrates original material from the museum’s collection with advanced VR storytelling, under the tutorial curatorship of Alejandro Vergara, head of Conservation of Flemish Painting and Northern Schools on the Prado.
Art Masters: A Virtual Reality Experience
With ‘Art Masters,’ ACCIONA Living & Culture crafted an imaginary museum space where visitors interact with seven of the Prado Museum’s most emblematic works using VR technology. The exhibition offers a tutorial yet accessible journey through masterpieces including Las Meninas by Velázquez, The Garden of Earthly Delights by Bosch, Venus and Adonis by Veronese, The Sense of Sight by Rubens and Brueghel the Elder, and Witches’ Sabbath by Goya. These iconic paintings are contextualized through immersive narratives that reveal hidden details and historical insights, enhancing the understanding of every work.
Towards Inclusive and Hybrid Museum Models
Throughout the NEXT IN summit, a shared vision emerged: museums are not any longer static repositories but energetic spaces that reply to the needs of up to date society. For Juan Ignacio Entrecanales, vice-chairman of ACCIONA, this implies embracing inclusivity, sustainability, and openness to the general public, reshaping how cultural institutions engage with their communities. Glenn D. Lowry expanded on this concept by advocating for cultural institutions that encourage cross-pollination across cultures and disciplines, moving beyond traditional silos.
Conclusion
The NEXT IN summit and the ‘Art Masters: A Virtual Reality Experience’ exhibition exhibit the potential for cultural institutions to evolve and adapt to the needs of up to date society. By embracing technology, inclusivity, and sustainability, museums can turn out to be more accessible and interesting, providing unique experiences for audiences worldwide. As the cultural landscape continues to shift, it is important for institutions to prioritize radical inclusion, cross-pollination, and community engagement, ensuring that art and cultural heritage remain relevant and vibrant for future generations.
