4 questions for Montse Aguer Teixidor from the Salvador Dalí Museums

1.What is your museum about and what is your work there?

It is a monographic museum created and conceived by Salvador Dalí. It’s a total work of art. The visitor is invited to enter the world of Dalí and his life so as to make his own interpretation. Dalí, who was ahead of his time, created an interactive museum that stimulates the visitors’ imagination. It is a unique museum that leaves forever print. It brings you closer to the artist as well as to art history and Surrealism in particular.

Managing a museum means to study, disseminate and preserve Dalí’s legacy (including the Houses of Portlligat – Cadaqués – and the Castle of Púbol). This responsibility also contributes to a better understanding of Dalí through a physical experience or a virtual one. This job is especially interesting because it enriches and updates the presence and influence of Dalí now and in future times by coordinating different areas of knowledge.

2.What is the impact on your digital activity? Do you have tips to share with your colleagues?

Salvador Dalí was an artist with a universal reach. Even today, he has a stimulating message that expands our minds; it provokes people from different ages all over the planet. Therefore, our strategy in the digital field is to help building an international community of Dalí fans who make his legacy broader and wider.

Yes, we do share our digital activity with our colleagues. Whenever it’s possible, we engage the team in campaigns so that they not only enjoy the experience but also become brand ambassadors. Some of the team members deal face to face with our visitors on an everyday basis and see their reactions to any stimulus both physical or digital.

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