SUMMARY
In 2011, the Guggenheim Foundation announced its intention to open a satellite museum in Helsinki. While this type of project is often welcomed because, since Bilbao, it is supposed to enhance the tourist appeal of a destination, in this case it came up against very strong opposition from Finnish art circles, local residents and elected representatives.
Keywords: art, attractiveness, brandflag, culture, image, brand, museum, reputation, tourism, values, Helsinki, Finland, Europe.
Illustration: Artist's view of the project - STAVY Architects
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