At the beginning of the 21st century, cultural institutions faced a major challenge – how to adapt their actions, programs and activities to the needs of the audience of the new millennium. In the museum profession the following question was raised: could a new audience be created without the overall transformation of traditionally designed museum and gallery institutions? The Gallery of Matica srpska, as a national conservative gallery, has decided to solve the problem of less developed audience building through continuous decennial transformation of space, programs and communication strategies. After ten years of work, the results are visible: audience numbers have increased while the types of audiences have been diversified. How-ever, all that has been achieved in the Gallery so far is only the foundation for the further audience development since this is an never-ending process. And the possibilities are numerous...