M HKA

The situation

The redrawing of the Flemish visual arts landscape put M HKA in a moment of institutional crisis.

Its existing position was no longer self-evident. The museum had to ask itself what it was for, what role it wanted to play in society and where it belonged in a changing cultural ecosystem.

This was not a question of updating a strategy. It meant rethinking the institution itself: its relevance, its relationships, its responsibilities and the choices required to build a credible next chapter.

What was at stake

A new institutional future had to be shaped while the organisation itself, its role in the cultural landscape and the expectations around it were shifting at the same time.

Our role

MINO Agency joined M HKA as an independent strategic partner, working across the organisation and the wider cultural ecosystem. We combined staff interviews, a sector-wide survey, strategy labs and conversations with artists, grassroots organisations and other voices often missing from institutional strategy.

We treated these perspectives as equal sources of knowledge — not as consultation on the side. By bringing inside and outside views into the same process, we surfaced tensions, blind spots and deeper strategic questions.

Those insights became the basis for scenarios and choices for M HKA’s next phase.