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| Id | 750 | |
| Author | Plaza B., Haarich S.N. | |
| Title | The Guggenheim Museum Bilbao: Between Regional Embeddedness and Global Networking | |
| Reference | Plaza B., Haarich S.N.; The Guggenheim Museum Bilbao: Between Regional Embeddedness and Global Networking ;European Planning Studies vol:23.0 issue: 8.0 page:1456.0 |
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| Link to article | https://www.scopus.com/inward/record.uri?eid=2-s2.0-84931007981&doi=10.1080%2f09654313.2013.817543&partnerID=40&md5=49e9a20947a9a176aec6f4a0a2f48658 |
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| Abstract | This paper aims to show the levels of local and regional embeddedness of the Guggenheim Museum Bilbao (GMB) as well as its effects on the position of Bilbao within global networks. Although it is often said that the GMB as an international art franchise did not fit well with the local traditions, values and culture of Bilbao and the Basque Country, this paper attempts to show that the GMB is quite embedded into the local and regional context of institutions, private agents and policies. This effect increases with the growing recognition of the potential effects of the GMB on the creative and service industry in the Bilbao region. On the other hand, there is also an increasing tendency for Bilbao and the GMB to be included in global networks, as can be demonstrated by the branding effect of the GMB on the attraction of tourists or the increasing importance of the term “Bilbao” in semantic networks. The authors conclude with some recommendations on strengthening both the regional embeddedness and the global networking potential of museums in order to generate positive effects on urban regeneration and regional development. © 2013 The Authors. Published by Routledge. |
The Guggenheim Museum Bilbao: Between Regional Embeddedness and Global Networking. Although it is true that local embeddedness was not one of the primary goals of the museum one can observe today that the GMB has managed to develop relationships with multiple actors initiatives and policies. Part of building an effective brand of a cultural asset depends on understanding what drives these cognitive connections in their cities. On the other side of the coin the GMB has become embedded in global museum-driven brand networks especially in relation to the global Guggenheim network and its strategic partners. In this sense the GMB has benefited from a new logic of agglomeration as a result of the Internet and has also added attractiveness to the region through positive branding spill-over effects for the city and the related agents.
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