Register to a NEMO Webinar on audience centred experience design

Join the NEMO Webinar ‘Audience at the centre: Development strategies and organisational change’ on 20 September 2021 from 11:00-12:00 CEST. You will learn about a hands-on methodology for creating, prototyping and testing audience development strategies and implementing organisational change. Alessandra Gariboldi and Inês Câmara will be presenting the methodology, which has been developed since 2016 by the ADESTE+ project.

The methodology is called Audience Centred Experience Design (ACED) is based on Design Thinking and strives to reach the real people behind the hard data, replacing abstract data points with a tangible connection to real human beings:

  • Focus on achievable goals
  • Encourages risk taking – “Fail fast, fail cheap”
  • Encourages non-linear thinking
  • It’s a relational process
  • Challenges assumptions
  • Doesn’t replace but integrates other competences

The webinar is free of charge, but registration is required. Please note that the webinar is limited to 200 participants on a first come, first serve basis.


ADESTE+ is a large-scale European cooperation project aimed at expanding cultural participation. 15 partners in 11 cities of 7 European countries strive towards bringing the public to the center of cultural organisations. Increasing cultural participation is a crucial challenge for an inclusive and open European society. Growing audiences depends on the ability of a cultural organisation to place the audience at the centre of its philosophy and practice. ADESTE+ is working to think about how improve people’s life though culture.

The speakers

The NEMO Webinar will be delivered by two members of the ADESTE+ project. Susana Gomes da Silva will share learnings from a case study. Click on the names to learn more about them. 

Alessandra Gariboldi, Fitzcarraldo Foundation

Senior researcher and consultant in the fields of visitor studies and cultural project evaluation, with a primary focus on audience development and participatory approaches. She’s Head of Trasnational Projects of Fondazione Fitzcarraldo and collaborates with the Cultural Observatory of Piedmont, Italy.

Inês Câmara, Mapa das Ideias

Founder, CEO and Creative and Special Projects Manager at Mapa das Ideias. Responsible for the development and implementation of conferences, vocational training programmes and the establishment of international partnerships. Communication Studies major and PhD candidate in Communication Sciences on “Museum and Visitors”. 

Susana Gomes da Silva, Fundação Calouste Gulbenkian 

Head of education at the Modern Art Centre of the Calouste Gulbenkian Foundation and head of education of the Gulbenkian Museum. Responsible for the vison, strategy and methodology of the Education Department of the museum and its programmes, managing a wide team of museum educators.