Abstract: This paper considers how а building becomes a cultural innovation and catalyst. Aconceptual study of cultural innovation based on one case is proposed. Thinking about innovation is usually narrowed to the latest in information and other “high” technology. Cultural innovation has a variety of appearances at inidividual and community levels. Less studied are examples of cultural innovations in the public domain. Social history of a building of Frank Gehry in Bilbao is expressed by the metaphor the Bilbao effect. It is used to figure out parameters of the cultural change caused by a building in а local culture that has found its new place in the global multicultural environment. Reconstruction and conclusions of the Bilbao effect show how to initiate cultural programs consisting of institutional creativity, architectural publicity, funding, and social implementation.
Keywords: Bilbao effect, cultural innovation, cultural attraction, local and global culture, cultural hybridization.
Rhetoric and Communications E-journal, Issue 16, January 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464