20 - 21 October 2025, Barbican Centre

London

The inaugural Shift Salon convened a highly select group of fifty international cultural leaders, alongside experts and trailblazers from across the arts – including digital art and immersive practices – as well as thought leaders from adjacent fields such as sociology, history, consumer trends, commercial events, and exhibition design.

It aimed to explore how cultural leaders could innovate in the face of complex external pressures, focusing on strategies for reaching new audiences by rethinking digital and immersive programming as strategic, values-driven tools rather than reactive trends.

Across two days, in a series of on-stage presentations and workshop-style sessions, our guests came together to explore four themes: working with contemporary audiences; innovating through arts and technology programming; creative research and development (R&D); and commissioning and presenting immersive and XR work.

50
participants

40+
organisations

12
countries

Testimonials

“The magic of the Shift Salon is its attendee caliber, thoughtful programming and closed-door policy. It is a much-needed intimate forum for decision makers in the immersive art field to discuss challenges and opportunities candidly … I cannot wait for the next one!”

“… it was such a privilege to be invited to participate in the Shift Salon. The Salon was a conference about innovation and contemporary visual practice that in itself was an innovative and highly engaging format.”

“A fantastic opportunity to spend two days with cultural leaders from all over the world, to discuss common challenges and look for solutions from many different angles.”

Meet the Team

Ana Brzezińska

SENIOR PROGRAMMER

Ana is a curator and creative director specialising in digital, interactive, and immersive media. Her collaborations span organisations such as Moment Factory, where she was Creative Director, the Barbican Centre, Warner Bros. Discovery, and the National Film Board of Canada. As Immersive Curator at Tribeca Festival, she curated the festival’s first guest immersive art show at Mercer Labs. In 2025, Blooloop named her one of the Top 50 Museum Influencers.
With a background in art history and theatre, Ana is an Expert Advisor for the European Commission and runs Petersdottir, her independent curatorial and creative practice. She has been a curator, juror and advisor for institutions such as the Venice International Film Festival, TIFF, IDFA, and the Lumen Prize.
Patrick Moran

FOUNDER
Founder of the Shift Salon and the Barbican Centre’s Immersive Programme. Patrick has been involved in the international culture sector for 15 years. Developing international touring and licensing strategies, creating partnerships with organisations including Bloomberg Philanthropies, Epic Games and the BFI, and working with world-leading artists, technologists and cultural organisations to reach audiences across four continents.
Patrick works with organisations rethinking how culture, entertainment, technology, and place come together to create new products, experiences, and businesses.
Zuzanna Kolodziej

ASSISTANT PRODUCER
Zuzanna is a project coordinator working in cultural programming. As Immersive Coordinator at the Barbican Centre, she delivered events and publications, supported sales and partnerships, and was Assistant Producer on In Pursuit of Repetitive Beats.
With an academic background in film, Zuzanna has worked across scripted content at ITV Studios, in documentary development at Rise Films and on set for TV and advertising. She has also judged submissions and produced events for Watersprite Film Festival while at the University of Cambridge.