Prof. Dr. Sabine Schulze is the director of the Museum für Kunst und Gewerbe Hamburg since 2008. Under her management the museum started a large-scale transformation process. It resulted not only in the modernization and remodelling of the permanent collections or the realization of a very diversified exhibition programme, but also in innovative digital projects like an iBeaon Tour or the MKG Collection Online. Realizing – as the first art museum in Germany – an open licensing policy had a great impact on the internal development of the institution and helps to perceive the museums’ audiences as collaborators instead of visitors.