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Prize for Life's Work to Date: Prof. Gereon Sievernich

Prize for Life's Work to Date: Prof. Gereon Sievernich © Danny Kurz 

12TH CULTURAL BRAND AWARD

Price for Life's Work so far: Prof. Gereon Sievernich

The jury's reasoning: Gereon Sievernich has been Director of the Martin-Gropius-Bau in Berlin since 2001. According to the jury, Sievernich is to be particularly commended for opening the building to all generations and for developing future-oriented content, whereby classic marketing mantras such as the clear determination of target groups are allowed to fade into the background, as long as the focus remains on people as visitors to the museum. The success of his approach speaks for itself: the diverse programme of exhibitions thrills more than 500,000 visitors every year.

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