#163 – Yoram Roth, Chairman at Fotografiska: "We're competing for people's free time."

Wine, art and DJ nights – that’s not what comes to mind when you think of a museum. But it’s part of the concept behind Fotografiska, led by Chairman Yoram Roth.

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His goal is to create a place people actively choose to visit in their free time, to unwind, meet friends and have a great time. And that’s not easy, because today, museums aren’t just competing with each other, they’re competing with Netflix, food delivery and the comfort of your own couch.

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How do you build a membership-based model in a city like Shanghai? How do you find the right spaces for such a complex project? How do you attract people to a museum when they normally wouldn’t go to one?

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We also get a more personal look at Yoram – his background, his mindset and what motivates him.