Jenny Kaiser wants to bring back the punk at Fotografiska
Jenny Kaiser wants to bring back the punk at Fotografiska Text by Natalia Muntean “People have never been more alone than we are today. That’s a huge strain on society,” says Jenny Kaiser, newly appointed Director of Fotografiska Museum in Stockholm. Kaiser didn’t come from the art world. She came from advertising, from one of Sweden’s largest agencies, and she arrived at Fotografiska with a clear-eyed diagnosis: that in an era of endless images, the experience of actually standing in front of one has never mattered more. Located on the edge of Södermalm, on the shore of the Baltic Sea, Fotografiska has just celebrated its 16th year. Kaiser is now steering it into the next chapter with a mandate to sharpen, provoke and, in her own words, get the punk back. Natalia Muntean: In these seven months, what was one achievement you’re proud of or that surprised you in how things turned out?Jenny Kaiser: One thing I’m very proud of, and that was also a key reason I came here, was getting the team aligned on a joint direction for the future. We’ve actually just celebrated our 16th birthday. One of the tasks I was given was to define what Fotografiska will become in the next 15 years. What was quite evident to me was that we have a fantastic base to build from, from a branding perspective, a destination perspective, and a photography perspective, but we lacked a clear direction. Where are we heading? Why? Who are we here for? What kind of experience do we want to offer? That’s something we’ve worked on together, not just in the management team but across the entire organisation. We’ve only just gotten started, but I’m proud that we’re already here, because a lot has been happening in terms of getting to know the company, the brand, the culture, the people, the business, the guests, the art, the exhibitions and the artists. Photos by Saskia Clarke NM: You come from the advertising world, so you have a bit of an outsider perspective. What has that allowed you to see when it comes to leading Fotografiska? JK: Having worked as a consultant for many years, I was trained to ask questions before giving answers. I’m very curious about what’s working, what isn’t, what we’ve done before, what we’ve learned, and what happens if we approach things differently. Not coming from the art world, but from business, leadership, and the creative sector, gives me a clear path in what I see and acknowledge. I also believe in organisations that dare to bring in new people who break convention, because that’s crucial for any industry today. Everything moves so quickly, and with that, you need to adapt, while also protecting what’s really the strength of your business, your model, and your brand. NM: It sounds like a tricky task – progressing while maintaining the core and the essence. You don’t come from the art world and now you work with a museum. Is that ever intimidating?JK: Not intimidating. I have huge respect for those who work with exhibitions, both strategically and from a curatorial knowledge perspective; that’s their real expertise. But running a museum goes beyond that. We’re not just a museum; we’re a destination where photography, art, and culture come together. I’m also, in some ways, a member of the general audience. I don’t know as much as our curators and experts about art of course, but I really love and appreciate art. I think culture and art are really important for people, especially now, when we need to come together, reflect, get inspired, have conversations, and meet each other in person. That’s what matters when it comes to what we offer through exhibitions, but we are much more than a museum, and we need to secure that going forward. NM: You mentioned the next 15 years. What do you have in mind, and what would success look like? JK: Success goes way beyond growing in the number of guests. It’s about humanity and emotions. It’s about being a place where people come together: companies, individuals, cultures, opinions. It’s important that we continue to be a force in Stockholm’s cultural life, and that the city acknowledges what culture adds to the broader perspective of Stockholm. Culture has always been important here, but it becomes even more important now, in the context of transformation. Another aspect: sometimes a museum is perceived as being in contradiction with having a financially healthy business and I don’t think that’s a contradiction at all. You need financial stability to be able to progress and continue to invest in what you’re doing. That’s also something we need to secure going forward. Fotografiska has always been a societal brand that hasn’t been afraid of going into subjects that are sensitive or that raise big questions. That’s a force we need to continue to be, not for its own sake, but because that’s the role of art, storytelling, and creativity: to share a perspective, a view of the world today, what we see in the future, what’s happening in a contemporary context. When we use art and culture to nurture those conversations, the world becomes a better place. What Fotografiska does, and will continue to do, is bring different perspectives under one roof. Regardless of why you’re here, you might visit the restaurant and unexpectedly experience an exhibition you never would have sought out, or come for one exhibition and be surprised by another. That’s what it’s all about: perspective, storytelling, different viewpoints coming together. Inclusiveness is essential. NM: We’re living in an era of extreme image saturation. What does that mean for a place like Fotografiska? JK: We’re almost fed up with images. If you go into social media and all the different digital spaces, I think it’s made us numb. The role we play, which is so important, is the emotional part. A small image of Martin Parr on a mobile phone for half a second in a tiny


