Hard‐branding the cultural city – from Prado to Prada

The industrial ‘Event City’, host to World Fair, sporting, cultural and ceremonial mega‐event, has been transformed in its late‐capitalist form into the ‘City as Event’– from the all year round festival city to the ubiquitous ‘Cities of Culture’. These self‐styled culture cities now look to the contemporary art museum and cultural district to provide a cosmopolitan edge to their promotional icons and associations, with Art now acknowledged as an ‘industry’. Cities worldwide, irrespective of their indigenous culture and heritage (e.g. Guggenheim Bilbao, Rio et al .), are thus emulating the brand reinforcement witnessed in leisure and entertainment products and themed experiences, which themselves have entered…