Participation is a cultural policy priority of all Nordic states. The concept often relates to equality in access to culture. Policy makers and civil servants are therefore asking: how to reach those understood to be in the periphery - geographically, socially, and economically - those normally deemed as ‘unreachable’? This paper presents an ongoing research study of the administration of the cultural affairs in Gothenburg, Sweden, with the aim of highlighting three attempts at widening the visitor profile and reach those who normally don’t visit cultural institutions; a children’s film festival held in 2017 by the municipal Art Gallery called Vänskap IRL, the temporary central library space 300m2, and the exhibition Göteborgs Garderob at the City Museum. How do these institutions interpret/make sense of the aim of reaching those they normally don’t reach? Who are the unreachable? What activities mirror this aim and when has the aim been ‘fulfilled’?