MAAT director Pedro Gadanho on digital challenges for museums

Pedro Gadanho, director of the MAAT in Lisbon, discusses the digital transformation of museums in an interview with Artribune. Drawing on his experience at MoMA's Department of Architecture and Design, he highlights the challenge of preserving digital project data as architecture shifts from paper to digital workflows. Few cultural institutions, like the Canadian Centre for Architecture, are equipped to handle data collection, software updates, and long-term preservation. Gadanho is skeptical of virtual museum experiences, such as Google's Cultural Lab, arguing they cannot replace physical visits but can enhance them. He criticizes museums' populist social media strategies for distorting the true value of artworks. Augmented reality, he believes, offers revolutionary potential for deeper engagement. MAAT has begun digitizing its collection, focusing on communication and a recognizable visual identity. Gadanho emphasizes the need for partnerships with tech firms and the role of interaction designers. He notes that only large museums like MoMA can afford a dedicated digital strategy director. The interview was conducted by Symbola and Melting Pro.