CONECTA | smARTplaces Conference on Audience and Mediation

14.03.2019 - 15.03.2019

The second smARTplaces conference takes place at Etopia Center for Art and Technology in Zaragoza, Spain. This year we address audience development through digital technology, and new forms of cultural mediation.

In a dynamic format we explore how European museums and cultural institutions connect and interact with their audiences, become more inclusive and involve people in the reshaping of cultural centers and their role in social change. Meanwhile, in a parallel program of activities, we give you the opportunity to discover Zaragoza’s most innovative cultural centers and artistic program.


For an overview of all talks, keynotes, panels and workshop visit our program page!

Thursday the 14th of March

9:00 – 9:30. Register and credentials.

9:30 – 09:45. Welcome. Elena Giner (Councilor for Participation, Transparency and Open Government, Zaragoza City Council)

09:45 – 10:15. Conversation | Partnership between cultural institutions and corporations. Cleo Schoeps (Head Art Sponsorships UBS) and Abhay Adhikari (Digital Identities)

10:15 – 11:30. Panel | Connecting with audiences: experiences from European Projects

  • Sonia Sin (Zaragoza City Council)
  • Laure Dalon (Musée de Picardié, Amiens)
  • Juan Pradas (Etopia Center for Art and Technology)
  • Britta Lerch (smARTplaces, Dortmunder U)

11:30 – 12:00. Break

12:00 - 12:20. Keynote | Cultural exchange. Prof. Dr. Rainer Vollkommer (Director National Museum Liechtenstein)

12.20. - 12.30. Cultural Engagement Manifesto. Abhay Adhikari (Digital Identities)

12:30 - 13:00. Keynote | 5 things I’ve learned creating digital things for kids (in the arts and beyond. Sharna Jackson (Artistic Director Site Gallery)

13:00 – 14.00. Panel | You are here: digital interaction on site and on-line

  • Martin Adam (menschortweb Mobile solutions, smARTplaces App developer)
  • Javier Sainz de los Terreros (Communication Department Museo Nacional del Prado)
  • Dick Van Dijk (Creative Director Waag)
  • Moderator: Hester Gersonius (smARTplaces Content Manager)

14:00 – 15:00. Lunch.

15:00 – 15:30. Exhibition Tours at Etopia (El Pasajero and Somos Makers)

15.00 - 16.00. A coffee with… Conversations one to one with Conecta Speakers.

15:30 - 16:00. Keynote | New approaches to cultural mediation. François Lajuzan (Culture General Director, Toulouse Métropole et Ville de Toulouse)

16:00 - 17:00 Panel | This is not “crafts time”: mediation and arts

  • David Lanau (Pedagogías Invisibles)
  • Jordi Ferreiro (artist and independent educator)
  • Moderator: Pepa Enrique (Pepa Educación y Arte)

17:00 - 18:00. Panel | What it is to be young. Culture and participation with teenagers

  • Mechthild Eickhoff (UZWEI_Cultural education at Dortmund U)
  • Carlos Granados (Education Department, CA2M)
  • Ana Quintana (Etopia Kids, FZC)

18:30. Urban Safaris. Guided tours to Zaragoza’s cultural spaces

Friday the 15th of March

9:30 - 10:00. Keynote | From accessibility to inclusion to open source. Marleen Hartjes (Project Manager Studio i. Van Abbemuseum)

10:00 - 11:00. Panel | We are all the other: experiences of culture and inclusion

  • Pares Sueltos
  • Leticia Romeo Romeo and Francisco Grasa, FESMAP.
  • Javier Rodrigo, Interficies.
  • Moderates: Eduardo Pérez, FUGA.

11.00 - 11.30. Keynote | Placing audiences in the center of cultural institutions. Learnings from Adeste+Alessandra Gariboldi (Fondazione Fitzcarraldo)

11:30 – 12:00. Break

12.00 -13.00. Panel | Get down to it. Experiences of participation in culture

  • Inés Bebea (Ondula)
  • Diego Garulo (Zaragoza Cultural)
  • Giada Calvano (University of Barcelona, Be SpectActive!)
  • José Ramón Insa (Espacio Nexo)

13.00 - 13.15. Creative Europe-Culture: Funding for 2019-2020. Augusto Paramio (Office Coordinator of the program in Spain)

13.15 - 13.45. The cultural center as a connector between art and society. Fernando Pérez (Director of Azkuna Zentroa, Bilbao)

13.45 - 14.00. Conclusions and closure.

14:00. Lunch.

17:00. Urban Safaris. Guided tours to Zaragoza’s cultural spaces

Parallel Workshops

Thursday 14th of March 12:00 – 14:00.

[English]: Evaluate and report a cultural project to foster audience engagement. Guided by Álvaro Fierro (Cultumetría) and Ander Elorza (Teklak: Communication and Audiences Studio)

Friday 15th of March 12:00 – 14:00.

[English]:  Introduction to co-creation. Dick van Dijk (Creative Director at Waag)
[Spanish]: Cognitive accessibility for cultural managers. Cooperativa Altavoz

Practical information

  • Register via Eventbrite:
  • The registration fee is €20, including coffee and lunch on both days
  • Students and unemployed are eligible for a €10 discount. You can apply for the discount code upon proof of your situation via
  • All registrations are final – no refunds apply
  • The sessions of the event will be in English and Spanish. The organization will provide a free simultaneous translation system for all attendees.
  • At this event, photo and video recordings are made for communication purposes. If you are not comfortable with your image being taken, please inform someone from the organization.
  • In order for everyone to participate fully, we want to make our event as accessible as possible. Please contact the organization via for more information about access to the venue and event and so we can provide particular requirements on request.