Flashcards in Case Study: Guggenheim Museum Flagship Project Deck (6)
Where is it?
What is a flagship project?
Large scale, expensive projects designed to make a radical change to a place's image and generate media interest.
They're top down initiatives, which means the idea and funding come from local or national government and big business.
Why was there a need for rebranding?
The decline in industry in Bilbao (an industrial port) in the 1970s and 80s led to high unemployment and many social problems in the area.
When was it opened?
The Guggenheim museum was opened in 1997 as a flagship project designed to act as a catalyst for regeneration of the Bilbao area.
What has it achieved?
The art museum is housed in an eye catching building that attracts around 1 million visitors and an estimated extra 150-200 million euros each year.