HIGHLIGHTS: Hans Ulrich Obrist

What It Covers

Hans Ulrich Obrist, artistic director of Serpentine Galleries and widely regarded as the world's leading art curator, shares how curation, relationship-building, and multisensory design principles translate into actionable strategies for business leaders.

Key Questions Answered

• •Active Listening as Strategy: Obrist has conducted studio visits daily since 1986 — roughly 14,600 visits over 40 years. The core method: listen first to understand what someone has never been able to do, then build frameworks around their vision rather than forcing their work into existing structures.
• •Multisensory Engagement Drives Retention: Exhibitions engaging multiple senses measurably increase time spent and repeat visits. Partnering with Fortnite for the KAWS exhibition generated 150 million virtual visitors in two weeks — more than any physical exhibition — and drove younger audiences into the physical gallery space.
• •Cross-Industry Alliances Expand Audience: Museums traditionally partner only with other museums. Serpentine deliberately built alliances with technology brands and gaming platforms, reaching entirely new demographics. Teenagers brought parents to galleries, reversing the typical generational dynamic of cultural institution attendance.
• •Productivity System Design: Obrist employs a dedicated night assistant who handles correspondence, transcriptions, and editing overnight. This allows six to six-and-a-half hours of uninterrupted sleep while ensuring all tasks assigned after 10:30 PM are completed before the next morning begins.