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Exploring visual art and European identity, Goethe-Institut

Evaluating the Goethe-Institut's Collecting Europe programme

In 2017 we were commissioned by the Goethe-Institut to evaluate the impact of their Collecting Europe programme.

This innovative partnership project between the Goethe-Institut, V&A and the British Council created a week long exhibition at the V&A exploring what European identity means in contemporary society. Twelve artists were commissioned to depict what European identity might mean when considered 2,000 years in the future. The physical exhibition was complemented by an online game asking a set of questions about what it might meant to be a European in the future. These works were then distributed across the V&A for a week, challenging visitors to confront what had become a very topical question in light of the Brexit referendum.

Our evaluation involved interviews with the core partners, artists and contributors to the project, as well as a series of focus groups with different demographic groups across the UK to understand what they thought of the concept, its execution and the online game. We also conducted a scale and sentiment analysis of the press and social media reach of the exhibition.

The evaluation is helping the Goethe-Institut and its partners to consider how best to work together in the future, as well as how to engage with visual art and general audiences in tackling the difficult questions central to contemporary social experience.