In the past, the idea of a museum was pretty simple. It was a place you’d go to look at paintings, sculpture, performances or films. Today, you’re as likely to look at art on your smartphone – and collectors are increasingly likely to invest in digital artworks. Millennials want art that speaks their language and feeds into their interests. This means museum directors are scratching their heads and asking how they can reinvent the classic institution.

This doesn’t just mean changing the logo and launching a new website. It’s a total rebrand of how museums communicate with their audience, choose their metric of success, curate their exhibitions and treat their physical spaces. There’s more to it than just throwing a few VR headsets into an installation. This is about the total integration of art and technology, as well the future of museums.