As the turkish writer Orhan Pamuk said at the CCCB, museums need to evolve, to free themselves of institutional rules and open themselves up more.
This is the premise for the Virreina Centre de la Imatge’s new stage. Under Carles Guerra’s direction, it opting for a rethinking of its layout and contents, to make culture available to the public according to their needs and to create a dialogue instead of one-way messages.
With these new working guidelines oriented towards cultural-policy debates, the Virreina Centre de la Imatge has two exhibitions in line for 2010 that will examine the weight of urban and media images.
The new Image Centre will not be conceived solely as an art centre; it will attempt to turn itself into a place where images and culture reveal the conditions under which they are produced and circulated.
With this in mind, the exhibition rooms will be concentrated on the second floor of the Palau de la Virreina, with a new layout that removes the architectural barriers and will turn the Xavier Miserachs gallery into a new hub of cultural services in the style of a “laboratory” at street level, allowing the public free admission to the auditorium and archives.
The Image Centre will start these activities on 9 March with Guia secreta de la Rambla (Secret Guide to the Rambla), a look at this controversial urban space now saturated with audiovisual and literary images. Accompanying this will be the book Barcelona en blanc i negre (Barcelona in Black and White), which shows the Rambla as an organic entity fully integrated into the city, and a room devoted to Ocaña for the artist’s central role on this avenue.