MOCAD Makeover and the Burning Question: If You Build it, Will They Come?
Lately, one of the fascinating trends for urban renewal has been what is being dubbed the “Bilbao effect.” The implication here is that a city can build a structure, often times a cultural institution, that, in and of itself is a spectacle, and use this museum/performing arts center/cultural hub as a tool to generate tourism and a concentration of resources in the city. It’s some sort of interesting manifestation of the “anchor institution” concept.
Bilboa coined the phrase mostly because of what they did with the Bilboa Guggenheim Museum. They commissioned Frank Gehry to build what is an absolutely stunning structure as a means by which to draw people in and it has had significant economic impact– in 2010 around 213 Million Euros a year in direct investment, with the average user spending roughly 220 Euros each trip to the Guggenheim (including things like hotel, food, shopping, lodging leisure). Pretty stunning actually. They built this thing in 1997 and opened it up in 1998. That’s a lot of progress. And Bilbao isn’t alone in employing this method of development. Turin did it with the Silent Film Museum. Kansas City is doing it with the Kauffman Performing Arts Centre. On and on.
Last week, I was browsing Curbed Detroit (a nice blog, btw) to see that MOCAD has announced renovation plans for the museum. They have hired James Corner and Rice+Lypka Architects to handle the endeavor. Both firms, most notably James Corner, have taken some very impressive projects that have the same type of WOW factor tucked in the plans that unfolded with the Guggenheim and Kauffman Performing Arts Centre. Some examples of the work James Corner Field Operations have done:
I can’t help but think what kinds of tricks are up the sleeves of these firms with plans for Detroit. I don’t wanna jump ahead of myself and say that they are building the next Guggenheim in Detroit, but I think it’s worth putting a little social pressure on them to create something iconic, at the very least. And then, who knows, will the treasure troves of tourists pour in to Detroit? Aside from clogging up places like D’Mongo’s on a Friday night and possibly making it difficult to walk up to a Tigers game and get a great seat, I see this as a wonderful possibility. Think about the effect on our restaurants, retail and the occupancy rates of hotels in the area? Guggenheim alone shows that this kind of investment can have a massive effect (223 Euros of direct investment on average PER PERSON!) on the local and regional economy. So bring it on MOCAD, let’s cross our fingers for some bold and legendary design out of this little renovation that they are doing.












