#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.

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.

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?

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