Tuesday, March 13

What's in a name?

This is the proposed design for The Louvre Abu Dhabi, set to open in the year 2012; the new museum is part of an effort to increase tourism by the United Arab Emirates. How much did Abu Dhabi pay to use the Louvre's name? $520 million dollars for the use of the name, and an additional $747 million for art loans, special exhibitions, and management advice. Now, having the Louvre as a source of inspiration and advice could only help a fledgling museum, but does the name they're buying guarantee a rise in tourism? It's well known that The Louvre is in France, and that the collection there is one of the most prestigious collections in the entire world. Why travel to Abu Dhabi to see a lesser version, when the original museum could be seen instead?

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