By creating a virtual version of a physical exhibition inside the game Fortnite, the Serpentine Galleries reached 150 million users. This massive digital engagement successfully drove a new, younger demographic to the physical museum.
Artists excel at pivoting and working with the 'unknowable.' Hans Ulrich Obrist suggests reviving the 1960s concept of an 'artist placement group,' embedding artists within corporations and on boards to bring unique problem-solving skills to business challenges.
Instead of forcing artists into existing frameworks, curator Hans Ulrich Obrist listens for their unfulfilled dreams. He then works to change the 'art world' system itself to make their vision a reality, acting as an enabler rather than a director.
To maintain high output without sacrificing sleep, Hans Ulrich Obrist employs a 'night producer.' He works with them for an hour before bed, delegating tasks like correspondence and editing, which are completed overnight and ready by morning.