Celebrating 15 Years of Fotografiska &
the Importance of Strategic Leadership
The Rise of Fotografiska & the Beginning of a Visionary Partnership
In 2018, the cultural & business worlds converged when Yoram Roth, a visionary entrepreneur & owner of Fotografiska, recruited Bárbara García Fernández-Muro as Chief Financial Officer. At the time, Fotografiska was already a celebrated photography museum in Stockholm, admired for its bold exhibitions, distinct ambiance & unwavering commitment to artistic expression. But Roth had bigger ambitions—he envisioned Fotografiska not just as a museum, but as a global movement that could redefine how people experience photography, art & hospitality.
Enter Bárbara García Fernández-Muro, a seasoned financial executive known for her strategic foresight & transformative leadership. She joined Fotografiska with a crystal-clear mission: to expand the brand internationally while establishing financial resilience & sustainability. This marked the beginning of a dynamic partnership that would reshape Fotografiska’s destiny & turn it into an international cultural powerhouse.
Global Expansion & Strategic Leadership
Under the combined vision of Roth & García Fernández-Muro, Fotografiska embarked on a bold global expansion journey. The first major leap came in December 2019 with the opening of Fotografiska New York, located in a beautifully restored landmark building in Manhattan’s Flatiron District. Despite launching mere months before the onset of the global pandemic, the museum defied odds & flourished—proving the universal appeal of its immersive, interdisciplinary concept.
Shanghai followed, signaling Fotografiska’s arrival in Asia. Then came Berlin, a city synonymous with avant-garde creativity & progressive culture, where Fotografiska found a natural fit. Later this year, Oslo will become the newest addition, deepening the brand’s Nordic roots while expanding its international presence.
“After years of work it was finally happening: Fotografiska Berlin opened. Being in the building full of people & life the other day felt so natural but I know what an achievement it is to be here & how much hard work there is behind every detail.” Bárbara García Fernández-Muro reflecting on the opening of Fotografiska Berlin
Each new location has maintained Fotografiska’s core ethos: an inclusive, inspiring environment where world-class photography intersects with elevated food, design & community-centered events. Crucially, Bárbara García Fernández-Muro’s financial acumen & strategic stewardship made this complex expansion possible. Her ability to marry creativity with business logic became one of Fotografiska’s most valuable assets.
Bárbara García Fernández-Muro’s Rise to President
García Fernández-Muro’s performance during Fotografiska’s expansion quickly made it clear that she was more than a CFO. Her operational leadership, strategic insights & ability to steer the organization through turbulent waters established her as a key architect of Fotografiska’s evolution. In recognition of her transformative impact, Yoram Roth appointed her as President.
As President, García Fernández-Muro has taken on an expanded role overseeing operations across all Fotografiska locations, implementing scalable systems & cultivating cross-cultural cohesion within a growing global team. Under her guidance, Fotografiska has emerged as not just a museum, but a lifestyle brand—symbolizing innovation, diversity & artistic courage.
Celebrating 15 Years of Fotografiska & the Opening of Exhibition by Anton Corbijn
In 2025, Fotografiska celebrates a landmark milestone—15 years since the opening of its flagship space in Stockholm. What began as a daring cultural initiative on the shores of the Baltic Sea has grown into one of the world’s most influential art institutions. Across Stockholm, New York, Berlin, Shanghai & now Oslo, Fotografiska continues to inspire global audiences with photography that challenges, provokes & enlightens.
To commemorate this anniversary, Fotografiska is proud to open a major new exhibition by the legendary photographer & filmmaker Anton Corbijn. Known for his striking portraits of cultural icons—from David Bowie to U2—Corbijn’s work is the perfect embodiment of Fotografiska’s spirit: raw, bold & deeply human. The exhibition not only honors Corbijn’s artistic legacy but also reflects Fotografiska’s enduring commitment to showcasing photography that resonates with emotion & cultural relevance.
The opening night of the Corbijn exhibition served as a symbolic moment in Fotografiska’s journey—bringing together artists, entrepreneurs & visionaries from around the world to celebrate both the past & the future. It marked a full-circle moment: honoring 15 years of creative risk-taking while looking ahead to new frontiers.
The Legacy & the Future
Today, Fotografiska is more than a museum—it’s a global platform for visual storytelling, a cultural meeting place & a testament to what happens when visionary leadership meets creative passion. The synergy between Yoram Roth’s ambition & Barbara Garcia’s executional brilliance has proven to be Fotografiska’s greatest strength.
"Fotografiska is …more than just a museum—for fifteen years, in six locations & planning to continue to grow, we are a place where photography, art & culture come together to inspire & delight…’ (Yoram Roth elaborates on Fotografiska’s philosophy)
With new locations on the horizon, evolving digital formats & a continued dedication to inclusivity & excellence, Fotografiska’s journey is only just beginning. As the institution steps into its next chapter, its mission remains unchanged: to use the power of photography to explore, elevate & expand the human experience.
At APTA, we are proud to have played a small but significant role in Fotografiska’s success. Through the recruitment of Bárbara García Fernández-Muro & several other key leadership roles, we’ve had the privilege of contributing to one of the most visionary cultural expansions of our time.
The assignments were complex & highly sensitive; the roles demanded not only world-class competence, but also the ability to thrive within Fotografiska’s unique blend of creativity, entrepreneurialism & global ambition. Fotografiska’s story is a celebration of bold ideas, courageous leadership & the transformative power of art—and we are honored to have been a trusted partner along the way.
Photos: Helena Christensen, New York, 1996 / Anton Corbijn (@antoncorbijn4real); Fotografiska (@fotografiska); and Elisabeth Toll (@elisabethtollphotography)
In 2018, the cultural & business worlds converged when Yoram Roth, a visionary entrepreneur & owner of Fotografiska, recruited Bárbara García Fernández-Muro as Chief Financial Officer. At the time, Fotografiska was already a celebrated photography museum in Stockholm, admired for its bold exhibitions, distinct ambiance & unwavering commitment to artistic expression. But Roth had bigger ambitions—he envisioned Fotografiska not just as a museum, but as a global movement that could redefine how people experience photography, art & hospitality.
Enter Bárbara García Fernández-Muro, a seasoned financial executive known for her strategic foresight & transformative leadership. She joined Fotografiska with a crystal-clear mission: to expand the brand internationally while establishing financial resilience & sustainability. This marked the beginning of a dynamic partnership that would reshape Fotografiska’s destiny & turn it into an international cultural powerhouse.
Global Expansion & Strategic Leadership
Under the combined vision of Roth & García Fernández-Muro, Fotografiska embarked on a bold global expansion journey. The first major leap came in December 2019 with the opening of Fotografiska New York, located in a beautifully restored landmark building in Manhattan’s Flatiron District. Despite launching mere months before the onset of the global pandemic, the museum defied odds & flourished—proving the universal appeal of its immersive, interdisciplinary concept.
Shanghai followed, signaling Fotografiska’s arrival in Asia. Then came Berlin, a city synonymous with avant-garde creativity & progressive culture, where Fotografiska found a natural fit. Later this year, Oslo will become the newest addition, deepening the brand’s Nordic roots while expanding its international presence.
“After years of work it was finally happening: Fotografiska Berlin opened. Being in the building full of people & life the other day felt so natural but I know what an achievement it is to be here & how much hard work there is behind every detail.” Bárbara García Fernández-Muro reflecting on the opening of Fotografiska Berlin
Each new location has maintained Fotografiska’s core ethos: an inclusive, inspiring environment where world-class photography intersects with elevated food, design & community-centered events. Crucially, Bárbara García Fernández-Muro’s financial acumen & strategic stewardship made this complex expansion possible. Her ability to marry creativity with business logic became one of Fotografiska’s most valuable assets.
Bárbara García Fernández-Muro’s Rise to President
García Fernández-Muro’s performance during Fotografiska’s expansion quickly made it clear that she was more than a CFO. Her operational leadership, strategic insights & ability to steer the organization through turbulent waters established her as a key architect of Fotografiska’s evolution. In recognition of her transformative impact, Yoram Roth appointed her as President.
As President, García Fernández-Muro has taken on an expanded role overseeing operations across all Fotografiska locations, implementing scalable systems & cultivating cross-cultural cohesion within a growing global team. Under her guidance, Fotografiska has emerged as not just a museum, but a lifestyle brand—symbolizing innovation, diversity & artistic courage.
Celebrating 15 Years of Fotografiska & the Opening of Exhibition by Anton Corbijn
In 2025, Fotografiska celebrates a landmark milestone—15 years since the opening of its flagship space in Stockholm. What began as a daring cultural initiative on the shores of the Baltic Sea has grown into one of the world’s most influential art institutions. Across Stockholm, New York, Berlin, Shanghai & now Oslo, Fotografiska continues to inspire global audiences with photography that challenges, provokes & enlightens.
To commemorate this anniversary, Fotografiska is proud to open a major new exhibition by the legendary photographer & filmmaker Anton Corbijn. Known for his striking portraits of cultural icons—from David Bowie to U2—Corbijn’s work is the perfect embodiment of Fotografiska’s spirit: raw, bold & deeply human. The exhibition not only honors Corbijn’s artistic legacy but also reflects Fotografiska’s enduring commitment to showcasing photography that resonates with emotion & cultural relevance.
The opening night of the Corbijn exhibition served as a symbolic moment in Fotografiska’s journey—bringing together artists, entrepreneurs & visionaries from around the world to celebrate both the past & the future. It marked a full-circle moment: honoring 15 years of creative risk-taking while looking ahead to new frontiers.
The Legacy & the Future
Today, Fotografiska is more than a museum—it’s a global platform for visual storytelling, a cultural meeting place & a testament to what happens when visionary leadership meets creative passion. The synergy between Yoram Roth’s ambition & Barbara Garcia’s executional brilliance has proven to be Fotografiska’s greatest strength.
"Fotografiska is …more than just a museum—for fifteen years, in six locations & planning to continue to grow, we are a place where photography, art & culture come together to inspire & delight…’ (Yoram Roth elaborates on Fotografiska’s philosophy)
With new locations on the horizon, evolving digital formats & a continued dedication to inclusivity & excellence, Fotografiska’s journey is only just beginning. As the institution steps into its next chapter, its mission remains unchanged: to use the power of photography to explore, elevate & expand the human experience.
At APTA, we are proud to have played a small but significant role in Fotografiska’s success. Through the recruitment of Bárbara García Fernández-Muro & several other key leadership roles, we’ve had the privilege of contributing to one of the most visionary cultural expansions of our time.
The assignments were complex & highly sensitive; the roles demanded not only world-class competence, but also the ability to thrive within Fotografiska’s unique blend of creativity, entrepreneurialism & global ambition. Fotografiska’s story is a celebration of bold ideas, courageous leadership & the transformative power of art—and we are honored to have been a trusted partner along the way.
Photos: Helena Christensen, New York, 1996 / Anton Corbijn (@antoncorbijn4real); Fotografiska (@fotografiska); and Elisabeth Toll (@elisabethtollphotography)
