Case Study: Guggenheim Museum Flagship Project

Question 1

Where is it?

Answer 1

Bilbao, Spain.

Question 2

What is a flagship project?

Answer 2

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.

Question 3

Why was there a need for rebranding?

Answer 3

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.

Question 4

When was it opened?

Answer 4

The Guggenheim museum was opened in 1997 as a flagship project designed to act as a catalyst for regeneration of the Bilbao area.

Question 5

What has it achieved?

Answer 5

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.

Question 6

What further regeneration of the area have occurred?

Answer 6

New tram and bus lines, further cultural centres and concert venues, and improved buildings and services.