Penn Museum Director Julian Siggers is leading a digital transformation of the institution to make it relevant to younger generations. Museums are reinventing themselves to keep abreast with the times and stay relevant in a digital world. The University of Pennsylvania Museum of Archaeology and Anthropology, known as the Penn Museum, is no exception. The museum’s latest endeavor is to combine digital strategies with its unique institutional knowledge to appeal to the next generation. In 2017, the museum launched its biggest makeover in more than a century — the Building Transformation project that will renovate 44,000-square feet of gallery space at a cost of $100 million. Leading this institution’s transformation is Museum Director Julian Siggers, who was recently chosen as one of the “Men of the Moment: 5 Men Shaping the Future of Philly Right Now” by Philadelphia Style magazine. He spoke with Knowledge@Wharton about his ambitious plans to double the museum’s annual visitors and make it a must-see attraction in Philadelphia. *[This feature was originally published by Knowledge@Wharton, a partner institution of Fair Observer.] The views expressed in this article are the author’s own and do not necessarily reflect Fair Observer’s editorial policy.