Hans Ulrich Obrist: What business can learn from the art world

Curating functions as a practice of "junction making," where the primary objective is to enable artists' visions by fostering unexpected connections across disciplines. Rather than adhering to rigid master plans, successful exhibitions emerge from serendipity, deep listening, and the creation of multi-sensory environments that encourage visitors to linger. Hans Ulrich Obrist, Artistic Director of the Serpentine Galleries, emphasizes that modern institutions must evolve by integrating technology, ecology, and diverse global perspectives to remain relevant. By maintaining a "protest against forgetting"—evidenced by his 4,500-hour archive of artist conversations—he advocates for long-duration projects that transcend short-term deadlines. Ultimately, the role of the curator is to act as a catalyst, breaking down silos between art, architecture, and science to build new, inclusive structures that invite public participation and continuous learning.