The Bilbao Effect:

How Frank Gehry’s Guggenheim Started a Global Craze

When Frank Gehry first saw the nearly completed Guggenheim Museum in Bilbao, Spain, he was struck with a moment of doubt. "What the fuck have I done to these people?" he reportedly thought. The building, now a global icon, transformed both the architect and the city, giving birth to the phenomenon known as the "Bilbao Effect."

Opened in 1997, the Guggenheim Museum Bilbao is widely considered the most influential building of modern times. It proved that ambitious architecture could serve as a catalyst for economic revitalization, tourism, and international recognition. Cities around the world sought to replicate this success, banking on cultural investment and bold architectural statements to transform their fortunes. However, few have matched Bilbao’s achievement, as its success was the result of a unique confluence of factors.