New stories for new audiences.

Abstract

Since its founding in 1908, the Bilbao Fine Arts Museum has developed its own unique model, in which institutions, citizens, and the artistic community contribute to its constant enrichment and updating. In the second decade of the 21st century, contin-ues its history with a new architecture by architects Norman Foster and Luis María Uriarte, which drives a renewal of management and, especially, of the relationship with its audiences, the narrative of art, and the dissemination channels of the digital age. The Cara a Cara BBKateak initiative, which we will analyze here, condenses these changes by questioning traditional museography and transforming the galleries into a laboratory in which chronological flexibility and a multidisciplinary approach reframe the collec-tion and its contemplation.