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14 ABU DHABI International Brands


ON THE WORLD STAGE


ATTRACTING SOME OF THE BIGGEST BRAND NAMES IN SPORT, ENTERTAINMENT, CULTURE AND EDUCATION TO THE EMIRATE HAS PUT ABU DHABI FIRMLY ON THE GLOBAL MAP.


When it comes to international icons, you would rarely think to men- tion Ferrari, the Guggenheim, Manchester City and the Sorbonne all in the same breath - unless you happened to be in Abu Dhabi that is. The emirate has embarked on a multi-billion dollar spending spree, buying up international brand names in every sector imaginable, from culture to sport to entertainment, all in a bid to enhance its international reputation.


So whether it is Middle Eastern versions of world-famous cultural institutions like the Louvre or the Guggenheim, or hosting interna- tional sporting events like the F1 and Club World Cup, tying up with the right brands is all part of a carefully thought-out strategy to ensure that Abu Dhabi places itself firmly in the international spotlight.


Cultural capital


Abu Dhabi is on a determined mission to establish its cultural cre- dentials. To this end, the emirate has managed to convince two of the world's most famous museums, the Louvre and the Guggenheim, to open up branches in the city, in exchange for supporting their western outposts with billions of dollars in investment. No expense has been spared to bring these cultural icons to the capital. Abu Dhabi has reportedly paid more than US$1 billion to bring the Louvre and hun- dreds of art works, exhibitions and advisers to the emirate.


abudhabi 2011


But the mere association of such a prestigious cultural institution heading to the Gulf has been enough to whip the art world into a frenzy of excitement. Designed by French architect Jean Nouvel, this will be the first branch of the Parisian art gallery to be built outside of France. HH Sheikh Khalifa bin Zayed Al Nahyan, UAE president and ruler of Abu Dhabi, heralded the deal as a "major achievement in Abu Dhabi's vision to become a world-class destination bridging global cultures".


Meanwhile, just next door, the largest Guggenheim museum in the world is under construction. Designed by award-winning architect Frank Gehry, the museum pushes architectural boundaries to the limit with a dramatic design. While the museum is owned by Abu Dhabi's Tourism Develop- ment and Investment Company (TDIC), it will be run by the Guggenheim Foundation, so lovers of modern art have been assured they can expect the same cutting-edge style found at Guggenheims around the world when the gallery opens in 2013 with some concessions to local sensibilities (all the subjects in paintings are expected to be clothed).


Manchester City


When Sheikh Mansour bin Zayed Al Nahyan splashed out US$322.2 mil- lion to buy Manchester City Football Club in September 2008, the decision rippled through the massive international community of Premier League fans and Abu Dhabi was thrust instantly into the global spotlight.


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