A Hybrid Malmö Opera

With Covid-19 shaking up the cultural industries’ core functions, Malmö Opera saw an opportunity to reorganise themselves around the immediate digital transformations in daily life that came upon us. However, the organisation did not have sufficient knowledge and experience of media technologies and hence they reached out to our master’s programme.
In this project, we strategically analysed Malmö Opera to find possible future ways of interacting with their customers digitally. The opera is by its nature quite “analogue”, but in these times they had to adapt to where the customers were residing.



After analysing the opera’s strategy we proposed the solution of investing in “hybrid performances”. The Opera would make use of different digital technologies such as live streaming and AR to create a hybrid experience for customers, regardless if they were at the opera house or home.
We also proposed changes to their core business regarding providing different memberships and subscriptions to their customers.

Strategic techniques that were used via MIRO

• SWOT
• Business Model Canvas
• Customer Journey Mapping
• Scenario-building

For more information about the project please read the attached strategy document below