Kunsthalle Praha is not just an exhibition space, but also an institution that speaks the language of the present – clearly, accessibly, and without unnecessary distance. Communication with the public is a strategic priority here, reflected in the wide range of responsibilities Zuzana oversees in her role. These include both managerial and executive tasks, such as media relations, campaign visual concepts, gallery space coordination, conceptual leadership of social media, and partner outreach.
In the interview, you’ll get a glimpse into the daily life of someone working in marketing at a large cultural institution – how exhibitions are planned and how their visual identities are developed, balancing the artistic vision of exhibiting artists with the institution’s branding, and how campaigns ultimately reach their audiences.
You’ll also learn about how Kunsthalle reaches out to younger visitors – such as Gen Z, students, or those for whom gallery visits are not yet part of their routine. “We are here for people who are familiar with art, who regularly visit galleries and know what to expect – but we are also here for those who are just starting to explore it. It’s important for us to balance this in all of our communication and outputs,” Zuzana explains in the podcast. For example, Kunsthalle has long seen high attendance among younger audiences. “We actively reach out to this group through our juniorka* membership program, which offers free entry to exhibitions, guided tours, discounts for workshops and screenings, or events such as young members parties with concerts or talks,” says Zuzana Dusilová, adding that it’s a meaningful long-term investment – not just for the institution itself, but for the cultural sector as a whole.
In a world oversaturated with visual stimuli, contemporary art often competes for attention with the massive campaigns of the film or music industries. How does Zuzana Dusilová perceive the role of an institution like Kunsthalle in this context? What inspires her – both within and beyond the arts? And what truly shapes audience attention today? These are some of the questions we explore in this episode – in the spirit of the LOOP series subtitle: limited resources, unlimited imagination.
To conclude, we also take a look at Kunsthalle’s current exhibition And We’ll Never Be Parted dedicated to the work of the artist duo Hans Hartung & Anna-Eva Bergman, which you can visit during this year’s Prague Art Week.
