architecture alone cannot brand cities

08/22/2005 08:58:00 PM
Last week it was announced that Rem Koolhaas's OMA will design a new multi-purpose building at the riverfront Louisville, Kentucky. The $70 million project will include a museum, shops and offices. It's yet another example of a city looking to achieve the "Bilbao Effect" named after the impact of Frank Gehry's Guggenheim Museum.

Louisville joins the lengthening list of American cities, creating standout architecture in the belief it will revitalize their city's image.

Cincinnati Zaha Hadid Contemporary Art Center

Milwaukee- Santiago Calatrava- Art Museum.

St Louis- Tadao Ando- Louis' Pulitzer Foundation for the Arts

However, as Frank Gehry has admitted, a building alone is not enough. The Guggenheim has helped to make people aware of Bilbao and to increase visitor numbers, but the Guggenheim was just one part of a large revitalization scheme for the entire Basque region.

It would be somewhat simplistic to believe that one building could change a city, but for cities like Louisville, the new buildings should be the catalyst for a large-scale discussion on the city's future. Only though the discussion amongst various parties, can a city hope to make the "Bilbao Effect" real and truly re-brand their city.
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