What is the social value of culture? While culture is increasingly being viewed from an economic perspective, there is much more at stake. Focusing on the valuation practices developed by different actors involved in the cultural sector, the EU-funded UNCHARTED project will identify Europe’s plurality of cultural values attached to specific cultural products, productions, services, activities and sites. It will consider the multiplicity of agents and the diversity of evaluation practices. Led by the University of Barcelona and involving 10 research partners based in France, Hungary, Italy, Norway, Portugal, Spain and the United Kingdom, the project will focus on the valuation practices of the various actors involved in cultural life, from the audience and visitors to the artists to experts and politicians.