A franchise model for the few-very few

The Art Newspaper,
27 September 2007, Spain

When the Guggenheim Bilbao opened ten years ago, it was the cornerstone of a regeneration strategy that commissioned famous and fashionable architects-“starchitects”-to build the foundations of a post-industrial future on the carcass of an industrial past. The strategy has been successful and the partnership between the Basque government and the Guggenheim has endured. The political, social and economic benefits justify the initial investment of $100m.
The Bilbao effect - big-name architect, envelope-straining building, and high-profile cultural partner - does not seem easily replicable. You need at least five ingredients in the mix to replicate the Bilbao success.