A museum such as the Prado can be defined as a permanent, non-profit institution serving society, which researches, collects, conserves, interprets and exhibits its tangible and intangible heritage. Open to the public, accessible and inclusive, museums promote diversity and sustainability. They operate and communicate ethically and professionally, engaging with communities and offering a wide range of experiences for education, enjoyment, reflection and knowledge exchange. However, what has most evolved within the Museo del Prado over the past twenty-five years has been its communicative power which, from the perspective of that activity, has transformed the Museum into a true content factory that makes use of the widest range of channels to generate initiatives which help to articulate its unique identity and make that identity visible to all sectors of the public.

Video produced for the exhibition "Prado. 21st Century".