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CITIES IN TRANSFORMATION


HOW MUSEUMS CONTINUE TO ACTIVELY SHAPE CITIES AROUND THE WORLD


by Robyn Bennett


In 2009, Chinese officials met to discuss how to secure the nation’s place in the international imagination. Their solution was to elevate culture higher up the strategic agenda. Within two years the country’s Ministry of Finance had launched the first government-sponsored private equity fund to invest $3 billion in China’s cultural sector, with the aim to make it a key “pillar industry” by 2020. China’s decision to focus on nurturing its culture–the “spirit and soul of the nation”, in the words of its governmental policy–points to a movement that in recent years has taken hold across the globe. Far from simply an optional add-on, the cultural sector is being recognised as absolutely vital to stimulating urban de- velopment and enhancing a nation or city’s reputation as a lively and dynamic place to visit, work and live. Arguably, the most iconic example of a place trans- formed through its investment in its cultural capital is Bilbao. The opening of Frank Gehry’s iconic Guggen- heim Bilbao museum has had a prodigious impact on the Basque city, driving an influx of visitors (20 million by its 20th birthday), significant economic uplift and a dramatic increase in global recognition. Many emerging cities worldwide are seeking to emu- late the “Bilbao effect”, turning to internationally re- nowned architects and partnerships with well-reputed cultural institutions in an attempt to secure their status on the global stage. One such example is the newly opened V&A Dundee, the dramatic £80 million cen- trepiece of the Scottish city’s waterside regeneration project. Pinned to London’s iconic Victoria & Albert Museum and designed by Japanese ‘starchitect’ Kengo Kuma, it aims to become a “living room for the city” and elevate Dundee to greater international renown. This idea of museums as ‘living rooms’ is one that aptly captures the ever-growing importance of cultural spaces within cities. Crucially, the creation of these buildings is – for the most part, at least – about much more than an exercise in vanity and a race to create the most visually impressive skyline. In the globally homogenised world in which many communities have been left feeling void of a sense of collective consciousness, cultural venues are seen as powerful restorative tools, creating social hubs of meaningful exchange. Indeed, many global museums are extending their influence beyond the walls of their physical buildings and taking an active role in shaping local community life. To return to the example of the V&A Dundee, during its five-year construction period the muse- um has been involved in a variety of community


engagement programmes – from a ‘Design in Motion’ national touring exhibition, to entrepreneurial design challenges in regional schools and local communi- ty-building projects. What’s more, it’s not just public sector investments that are helping to grow global cities’ cultural capital. The commercial sector is actively participating in the process, recognising the community-building power of cultural spaces and consequently creating their own museums and galleries as extensions of their brand. Global fashion houses have been especially prolific in this sphere, with brands from Louis Vuitton to Prada and Yves Saint Laurent all having left notable marks on their respective cityscapes (Paris, Milan, and Marrakech) with iconic new buildings. Interestingly, just as the commercial world is looking to the cultural sphere for lessons on authentic experiences, there’s also plenty that the public sector can learn from commercial best practice – especially when it comes to brand management. It’s important for cities to combine their multifaceted cultural capital with all other key characteristics that make them unique and memorable into a coherent brand presence. On the one hand, it’s about being able to cut through the noise in an age where digital platforms control the global travel market. Think of it this way: these digital giants might not run the parties, but they certainly own the guest lists. And perhaps more importantly, it’s also about being able to identify–and crucially act on–new opportunities for innovation. Giving the city a public face that exposes its core competencies, values and personality will see like-minded individuals drawn to it, be they tourists or future citizens, investors or businesses. The upcoming Leading Culture Destinations Trend Report 2019 offers a full exploration of how tourism boards are engaging with the arts & culture sector to strengthen their cities’ brands and become leading global destinations. Based on qualitative research and featuring insights from culture and travel industry leaders worldwide, the report showcases global case studies, explores the drivers behind them, and highlights best practice initiatives having the greatest impact on city brand perception.


Robyn Bennett is a consultant at Sasserath Kienbaum Plus (SK+), a global growth and innovation consultan- cy. She is intrigued by cities: how they accommodate their past, live for the present and, most importantly, plan for their futures.


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