Acropolis Museum

The (new) Acropolis Museum opened its doors to the public in June 2009 and is an important reference point for culture and consequently for the cultural law. The location of the museum, as well as the way of the exhibition practice, aims at collecting, protecting, studying, highlighting, and displaying the monuments of the sacred rock of Acropolis at national and international level. It is a museum specially dedicated to the monuments of the Acropolis. Among its missions, the museum focuses on making accessible to its visitors, scientists, and anyone interested the world-class archaeological treasures. It contributes to the promotion of historical and archaeological knowledge, aesthetic cultivation, creative thinking, and -in general- modern perception of classical education.

The purpose of the Museum is to coordinate all its functions according to the visitor and his expectations. The institution seeks in many ways to make the guest a real shareholder in its research programmes for interpretation and understanding of the exhibits. The organization is an element that proves the museum orientation in the modern form of communication of the cultural institutions focusing on the visitor.

Cultural organizations play a crucial role in our society, economy, and cultural life of every country. In an environment that is particularly competitive and difficult, all the cultural institutions should search for ways and tools to make themselves sustainable. Undoubtedly, communication is a fundamental function of museums and above all with the public. It should transmit and provide with information, messages, and experiences in a clear and effective way to different and diverse audiences. Through communication, the public image of the organization is also determined.

The Acropolis Museum gives emphasis on its communication strategy. It includes the Front of House Department whose role is to ensure the smooth reception of the audience and flow of visitors, create a hospitable environment, and provide high-quality services.

The Communications and Promotion Department is responsible for supporting and promoting the museum in Greece and abroad. Development and protection of the museum’s successful external communication include -among other things- the official website, Facebook page, Youtube channel, web newsletters, publications, written communication with the wide public and the media.

This case study "The Parthenon Gallery" fully reflects the content of the organization as its architectural structure and exhibition practice aims at the balanced relationship between the museum and monuments of Acropolis and; the unique ability of visitor to connect comfortably and in a multiple ways the architectural sculptures with the ancient temple where they come from. The relationship of the building with the surrounding area is one of the biggest advantages of the exhibition.