Cultures of innovation and creativity call for their citizens to participate, collaborate, network, and experiment. The debate about freedom and collective creativity is controversial and touches many cultural and social issues. In what way is this debate reflected in the science centre? Recently, science centres and museums have begun to experiment with new ways to use the creativity in the dissemination of scientific content. This session invites you to share your model for a “science centre as incubator for a culture of collective creativity and innovation”. The format will be a facilitated round table session. An artistic experiment will be offered by the theatre company Le Nuvole.