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With culture professionals, Holger Volland takes a look into the digital future

Frankfurt, 12 July 2017 – How is the culture and creative industries sector reinventing itself in the age of digitalisation? And what are the options for the current and future work of art institutions and artists? These questions were the focus of two conversations in London (5 July) and Berlin (7 July) ahead of this year’s edition of the THE ARTS+ business festival, which will take place during the Frankfurter Buchmesse (11-15 October 2017). Holger Volland, founder of THE ARTS+, spoke to experts from the culture and creative sector about their daily professional lives.

Reinventing culture: in search of the right digital strategy

Online art education, digitalisation of collections, a profusion of publications, apps, games and social media posts – the number of communication channels through which museums currently reach their visitors around the world keeps growing. As a result, a sophisticated digital strategy is indispensable for renowned exhibition centres. On 5 July, in London, Alex Flowers, Digital Programme Team Leader at the Victoria & Albert Museum, and Fiona Romeo, independent cultural consultant, reported on their experiences and showed how art educators and culture professionals can integrate and dramaturgically orchestrate various media. The event “Reinventing Culture – How the Arts Worlds Collide in the Age of Technology” was organised in cooperation with the UK industry network BookMachine.

The discussion in Berlin

On 7 July, participants in the press conference at the KW Institute for Contemporary Art in Berlin took a look into the future of the culture and creative industries sector. Holger Volland, founder of THE ARTS+, traced the intersection between the creative sector and digital technology. Diane Drubay, founder of the international museum network “We Are Museums”, reported on the important role museums play in present-day and future society. She was joined by Carla and Alex of the Berlin start-up Refrakt, who showed how augmented reality can bring to life centuries-old paintings and who questioned our confidence in mobile devices. Together with the event’s participants, Robert Lehmann of Google Arts & Culture turned his gaze to Marc Chagall’s painted ceiling in the Opéra Garnier in Paris, which can be viewed in high resolution on the Google Arts & Culture app as well as online.

“The speakers gave us an insight into their daily professional lives. They were able to illustrate the opportunities digitalisation offers for the culture and creative industries based on their own experiences. That made this complex and sometimes abstract topic much easier to grasp”, concludes Christian Bollert, the host of the Berlin event and managing director of This year, as media partner, will report live from THE ARTS+.

More information:

THE ARTS+ is a fair, business festival and international meeting place for the culture and creative industries, launched in October 2016 during the Frankfurter Buchmesse. The goal of the new format is to exploit the potential of digitalisation for creative content and to develop new business areas. International artists, opinion leaders and experts as well as an impressive range of exhibitors will present innovative approaches from the fields of publishing, museums, architecture and design, brands and agencies.

About the Frankfurter Buchmesse
The Frankfurter Buchmesse is the international publishing industry’s biggest trade fair – with over 7,150 exhibitors from more than 100 countries, around 278,000 visitors, over 4,000 events and approximately 10,000 accredited journalists and bloggers - in attendance. It also gathers key players from other media, including the film and games industries. Since 1976, the Frankfurter Buchmesse has featured an annual Guest of Honour country, which showcases its book market, literature and culture to attendees in a variety of ways. The Frankfurter Buchmesse organises the participation of German publishers at around 20 international book fairs and hosts trade events throughout the year in major international markets. With its Business Club, the Frankfurter Buchmesse offers essential services and an ideal setting for the activities of publishers, entrepreneurs, pioneers, experts and visionaries. The Frankfurter Buchmesse is a subsidiary of the German Publishers & Booksellers Association.

Contact for the media:
Press & Corporate Communications, Frankfurter Buchmesse
Katja Böhne, Vice President Marketing & Communications, tel.: +49 (0) 69 2102-138,
Jördis Hille, PR Manager, tel.: +49 (0) 69 2102-271,
> Press information online >
> Photos in print quality >