Reviewing the “Bilbao effect” inside and beyond the Guggenheim: Its coming of age in sprawling cultural landscapes

Abstract

Invented by journalists, the “Bilbao effect” label has no clear meaning, but it undoubtedly refers to outwardly radiating waves of influence beyond the Guggenheim Museum Bilbao. Its architecture and urban impact, with trickle down economic returns, has drawn international attention and many emulators. Its museological novelties have inspired great changes in Spanish museums and in Basque cultural policies. However, the external effect of this institution beyond its headquarters should be tracked most particularly along the Abandoibarra district, which is now a thriving curatorial landscape, typifying an outdoors version of Svetlana Alpers's “museum effect.” Are we experiencing a paradigm shift? Outliving all sort of setbacks, the epitome of postmodern museums remains faithful to itself and new kinds of cultural clusters are being promoted beyond it. The current climate crisis has called into question previous assumptions of success based on massive international tourism, which is perhaps unsustainable. But the cultural district of Bilbao is booming and expanding down the Nervión river.