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European Cultural Brand of the Year: Guggenheim Bilbao © Danny Kurz

12TH CULTURAL BRAND AWARD

European Cultural Brand of the Year: Guggenheim Bilbao

The jury's reasoning: The Guggenheim Museum Bilbao has shaped both the cultural and economic importance for the region. The Guggenheim Museum Bilbao, with its unique architecture, has succeeded in shaping the urban landscape and urban culture in a sustainable way. The "Bilbao Effect" attracts more than a million visitors from all over the world to the museum for modern art every year. According to the judges, the top-class museum has also achieved a leading position as a cultural brand on the European market.

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