An interview with Dr. Matthias Henkel on the state of museums, the future, and the role of content and storytelling
On metadata as institutional memory, hybrid evolution over pure digital transformation, and why museums must act now to protect digitised knowledge.
Visiting a museum is like learning a new language – it requires communication and presentation. In Berlin-Neukölln, 99 objects tell the entire history of this district, which is characterised by diversity.
About the guest — Dr. Matthias Henkel
A multidisciplinary professional with a background in archaeology, cultural studies, visual anthropology and ethnology, with 30+ years across operational museum work, cultural management and academic lecturing. His current focus is on how cultural and historical issues strengthen social cohesion and sustainability.
Museum communication & brand
Henkel emphasises that museums must work simultaneously on internal structure and societal awareness. His seventh thesis: “If the message sent by the museum does not pay off for its own brand, there is no lasting bond between the museum and the visitor.” Museum leadership must align internal development with external social context to ensure convergence rather than divergence.
Digital transformation post-pandemic
Museums must become visible today — in a transmedial context — to impact society in the future. But this requires building a bridge between the good sides of the analog world and the positive perspectives of the digital world: a hybrid evolution, not a complete digital transformation.
Visitor journey & digital infrastructure
“No story without real content — no content without a truly deep understanding of the facts and contexts.” Museums possess centuries-old expertise in the language of objects and the grammar of cultures. Experience emerges through the interaction between infrastructure and visitor sensory perception.
AI and the digital preservation challenge
Within 3–5 years, museums face critical strategic questions regarding AI adoption and responsibility. Henkel warns: “In terms of its historical significance, this moment is comparable to the loss of the libraries of Alexandria.” Museums must determine operational strategies that protect digitised historical sources from alteration, deletion or falsification — while ensuring they remain visible to AI systems.