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A recent study conducted by Microsoft found that the average human attention span is down to eight seconds; one second less than that of a goldfish. So who is this millennial? The American historians Neil Howe and William Strausse first introduced the term in their book Millennials Rising: The Next Great Generation. In this book, published in 2000, millennials are defined as a generation born between 1982 and 2002. A generation with a brain that functions differently due to the rise of the internet. A generation that, according to research, has a shorter attention span than older generations. 

19:00 – 21:00
also this evening

17:00-19:00 Sandberg Series #4 'Materialisation in Art & Design (MAD)'

17:30-19:30 Japanese Textile : From Edo to Reiwa, The New Era of Kurume Kasuri

18:00-19:30 Thursday Bite

20:00-22:00 Body Building

Museum is free of charge from 17:00 till 21:00


Het Nieuwe Instituut
Museumpark 25
3015 CB Rotterdam


Donation, RSVP via ticket link 

Since 2018, over 4 million millennials live in the Netherlands. Almost a quarter of the total population, so an important target audience for museums. But how to approach them? Are millennials indeed more dull than a goldfish? Not really. They think faster, are better at multitasking and filter more information than older generations. So is a museum too boring? Or contrarily, are museums trying too hard with their special selfie rooms (Tropenmuseum), instameets with influencers looking for pretty pictures (Rijksmuseum) and instagrammable artworks (Museum Voorlinden). Aren’t museums a bit too quick to generalise an entire generation?

On Thursday 20 June we will discuss these questions and ask the real millennial to stand up.


Thursday Night at Het Nieuwe Instituut
Luca Napoli

Thursday Night Live! is a weekly programme of lectures, screenings and discussions on architecture, design and digital culture. Developments and critical insights are discussed by thinkers, designers and makers from the Netherlands and abroad.