The Seeking State


The Seeking State designs, collaborates and participates in event programmes for clients, the cultural sector and creative industries. If you would like to co-host an event please click here.

Upcoming Events

Research Night: New Store

Het Nieuwe Instituut


3 November 2022

Het Nieuwe Instituut Research Night: New Store

The Research Night: New Store is hosted by Het Nieuwe Instituut, The Seeking State, and The International Architecture Biennale Rotterdam and will mark the beginning of New Store as a program, network and testing ground.

The New Store is a multi-year project focusing on research and testing-as-research of systems of production and exchange

as a way of exploring the possibilities of 'regenerative consumerism.' Through a series of short presentations and round-table conversations we aim to collectively explore the many ideas that revolve around cultural retail and notions of value, consumerism, and extraction.

Previous Events

Association of Leading Visitor Attractions (ALVA) Retail and Commercial Conference

London Transport Museum

20 February 2020

How to Meet Visitor Expectations?

At the national conference of leading visitor attractions showcasing the best and most successful retail and commercial activities, The Seeking State explored the evolving purpose of retail in the 21st Century.

Keynote Speaker: Frances Croxford

Museum Connections 2020

Porte de Versailles, Paris

16 January 2020

Enterprising Spirit: The Future of Cultural Retail

How will cultural shopping adapt to changing agendas and technologies? What will be the impact of the circular economy on the cultural economy? How will the souvenir evolve with the Internet of Things? How will the emerging Mirror World transform the world of heritage retailing?

Speakers: Frances Croxford, Founder, The Seeking State (United Kingdom), Marianne Lesimple, Sales and Marketing Director, RMN-Grand Palais (France), Philine Hofman, Head of retail and Merchandising, Rijksmuseum (The Netherlands)

We are Museums

Muzeum Śląskie, Katowice, Poland

27 May 201929 May 2019

The Entrepreneurial Museum

Cultural entrepreneurship is not about money. It’s about a mindset: a creative approach and innovative thinking. What are the tools that we can learn from start-ups to inspire the entrepreneurial museum?

Speakers: Brenddan Ciecko, Founder, Cuseum, Bettina Gardelles, Digital Project Manager, Centre des Monuments Nationaux, Martijn Pronk, Head of Digital Communication, Van Gogh Museum led by Frances Croxford, Founder, The Seeking State

Museums + Heritage Show


16 May 2019

Emotions Drive Economics:
Why Brand is Vital to the Success of Cultural Retail

Cultural retail built on brand reclaims the souvenir as a thing to remember, fulfilling essential functions of memory, sharing and inspiring action. Frances analyses the what, why and how of cultural retail built on brand, inspired by case studies from inside and outside the cultural sector.