UNIVERSITA� COMMERCIALE L BOCCONIUNIVERSITA COMMERCIALE L. BOCCONI

Guido Guerzoni

27 Maggio 2014,Accademia di San Luca

�Museum Atlas 1995 2012�Museum Atlas 1995 2012 .

RESEARCH DESIGNRESEARCH DESIGN

1. AIMS2. METHODOLOGY3. FINDINGS

1 AIMS1. AIMS

1. EXAMINE THE CHANGES IN MUSEUM MISSIONS AND FUNCTIONS THROUGH THEANALYSIS OF THE ARCHITECTURAL STRUCTURES AND EXHIBITION LAYOUTS OF AREPRESENTATIVE SAMPLE OF NEW MUSEUMS BUILT AND/OR EXTENDEDWORLDWIDE IN THE PERIOD 1995 2012 (DESIGN/MUSEUM STUDIES)

2. ANALISE THE TRENDS REGARDING MUSEUM TYPES AND THEIR GEOGRAPHICDISTRIBUTION (MUSEUM STUDIES)

3. IDENTIFY SOME PARAMETERS AND KPI TO VERIFY THEIR RELIABILITY AS TOOLS FORCULTURAL PLANNING, CONSTRUCTION PROJECT MANAGEMENT AND BUDGETINGCONTROL (CULTURAL MANAGEMENT)CONTROL (CULTURAL MANAGEMENT)

4. VERIFY, IN A GLOBAL PERSPECTIVE, THE IMPACT OF THE CHRISIS OF 2006 7, IN APERIODMARKED BY TWO RADICAL DIFFERENT PHASES :PERIODMARKED BY TWO RADICAL DIFFERENT PHASES :

1995 2006 MUSEUMANIA. THE MUSEUM IS THE MASTERPIECE.THE CONTAINER OVER THE CONTENTS, NO MATTER WHAT, EVERYWHERE2007 TODAY FROZING/DOWNSIZING./SUSTAINABILITY FIRST. CONTENTS ARE MORE IMPORTANT THAN THECONTAINER. NOT A SINGLE PENNY GOES WASTED, EXCEPT FOR SOME CASES.

(CULTURAL POLICY AND PLANNING)

2 METHODOLOGY

QUANTITATIVEANALYSIS

2. METHODOLOGY

In literature new museums are usually analysed from architectural/formal andtechnical/scientific point of views, but never under an aggregate as well as economicperspectiveperspective.

In 2000 North America with more than 17.000 museums (AAM) and Europe with more than21.000 museums (EGMUS) counted formore than ¾ of museums worldwide

Unesco estimates that in the period 1995 2012 1.200 new museums were opened/renovated

To create a reliable sample I followed these steps:a. Sampling criteriap gb. Data collectionc. DB implementationd. DB settingge. Surveyf. Data analysis \

DB with 652 newmuseums and additions, worldwide

2 METHODOLOGY

a Sampling criteria

2. METHODOLOGY

a. Sampling criteria

• Published on academic journals / professional magazinesj / p g• Built / Under construction (no projects / competition result)• Minimal dimension (more than 1000 sqmt of total surface)• Open after Jan, 1 1995• Under construction on Dec, 31 2012• With a permanent collection (no temporary exhibition space)• With a permanent collection (no temporary exhibition space)

Gross surface in mq Sample: 516/652 institutionsSample: 516/652 institutions

2 METHODOLOGY

b. Data collection

2. METHODOLOGY

b. Data collection

• academic literature: articles (34), books (32), web sites (23)concerning architecture design and museummanagementconcerning architecture, design and museummanagement

• 21 international architecture journals to avoid geographical biases (i.e.Casabella Domus AMC Le moniteur architecture GA DocumentCasabella, Domus, AMC, Le moniteur architecture, GA Document,Quaderns, El Croquis, Architectural Record, Canadian Architecture, TheArchitectural Review, The Japan Architect, Werk, Bauen + Wohnen, Detail,

h h h f dArquitectura Viva, Deutsche Bauzeitung, Fachzeitschrift und Bauingenieur,Arch+, Turris Babel, Architecture Australia, Arq)

• 460 official websites of museums

• 180 official websites of architects� practicesp

• survey: 652 letters with questionnaire

Books

2 METHODOLOGY

c. Database implementation

2. METHODOLOGY

• Single folders with architectural data + Microsoft Word single file� then Excel � then Access

2 METHODOLOGY

d. Database setting

2. METHODOLOGY

1. Identification of authority files

1a. Consistent differences of data among the sources (planivolumetric plans, phasing,economic); there are no shared measurement standard; information depends on editorialeconomic); there are no shared measurement standard; information depends on editorialaccuracy (max in JP, min in China) and typology of the sources (disparity between client �designer � builder)

1b Controversial division of cost among phases (with suggested classification)1b. Controversial division of cost among phases (with suggested classification)• Purchase of areas• Preliminary design and architecture and plant design• Building costs (structure, mechanical electric systems and façade)• Exhibition design and making (exhibits, multimedia, graphics, etc.)• Collection (acquisitions, management)

2. Standardization• surfaces• volumes• functional zoning• measurement conversion• measurement conversion•currencies

3. Survey via letter + questionnaire sent by e mail (652 questionnaires sent, 183 filled in)

Geo-distribution 1995-2012 new museumsSample: 652 institutionsSample: 652 institutions

MuseomaniaMuseomania 19771977--20062006

In 1975 Kenneth Hudson and Ann Nicholls listed worldwideabout 25.000 museums

th fIn 2012 the 19th Museums of the World Directory published byDe Gruyter-Saur included 55.097 in 202 nations

Neverthless, analysts state they are not less than 80.000 andnobody knows the figure of exhibition spaces.y g p

14

CaveatCaveatBig uncertainty about the effective numbers

Lets’ consider for instance: Germany, Italy and USA

“Museums of the World” listed 6.057 in Germany, 3.182 inItaly and 8.258 in USA

The german figure equals that provided by the Institut furM f h (6 304 i 2011)Museumsforschung (6.304 in 2011)

The italian one is the half of the last ISTAT census (more thanThe italian one is the half of the last ISTAT census (more than6.150 in 2012), as well as the american (17.500 consideredby the Institute of Museum and Library Services)

15

3 FINDINGS3. FINDINGS

New Museums: new Geopolitics

Percentage of newmuseums per geographical areaThe geographical distribution

New Museums: new Geopolitics

2% 1%16% 0%

3%Europe

The geographical distributionof new museums sitesmirrors the new geopoliticaland economic balances.The most relevant levels of26%

North America

South America

The most relevant levels ofgrowth were found in BRICcountries, Gulf area and FarEast and in the former sovietcountries with two

Centre America

countries, with twoemerging types :� National History Museums(former soviet nations andthe Gulf) to restore national

52%

Asia

Africa

the Gulf) to restore nationalidentity� Museums of ContemporaryArt to witness the will offeeling part of a global

Oceaniafeeling part of a globalculture.

GlobalisationGlobalisation: the Asian case: the Asian case

• In Japan in 1952 4 museums existed; today they aremore than 2.000 and in the last 15 years only morethan 100 were build. Tadao Ando designed 13 of them

• According to the chinese Ministry of Culture between2001 and e 2011 1 389 new museums were erected2001 and e 2011 1.389 new museums were erectedand by 2020 other 4.773 are planned, in order to haveone museum out of 250 000 residents (in It/Gerone museum out of 250.000 residents (in It/Ger1/10.000, in USA 1/20.000)

• Museuminsel di Berlino: 1,5 bn euro• West Kowloon Hong Kong: HK$ 21.6bn (2 bn euro)g g ( )• Saadiyat Cultural District Abu Dhabi: 4 bn euro

17

3 FINDINGS

New Museums: new Geopolitics. The European evidence

3. FINDINGS

(sample of 315/652 museums)

Number of projects/countryPhenomena similar to those

15

14

10

Denmark

Austria

Belgium observedworldwide can befound also in Europe (boom offormer Communistcountries, Berlin and East

25

25

23

S it l d

Italy

The NetherlandsGermany towns, peripheralmuseums in France, Spain andUK), with two specificoutlines:

56

31

25

France

UK

Switzerland • The European boomwas ledby capitals and smallperipheral centres with aduplicity of the respective

h

67

62

0 10 20 30 40 50 60 70 80

Spain

Germany growing paths• There is a consistentpolarisation between fewprojects of huge dimensions( l h ) d0 10 20 30 40 50 60 70 80 (national champions) andmany small medium venues.

Besides the Italian case, onlyrenewal projects emerge

3 FINDINGS3. FINDINGS

Not anymore a metropolitan prerogative, but the capitals� ones cost moreNot anymore a metropolitan prerogative, but the capitals ones cost more

Type of city Average in �metropolis 60.019.068large city 34.044.139small city 13.318.381

•New museums are not anymore metropolitan prerogatives:44% in metropolis (>1,5 millions residents)20% in large cities (from 200.000 to 1,5 million residents)36% in 2nd tier cities (<200.000 residents)

•In the peripheral cities museums were / are perceived as boosters of localdevelopment andmedia to foster the promotion of local cultural heritage

•But the franchisemuseums are opening local antennas, exploiting their brandsBut the franchisemuseums are opening local antennas, exploiting their brands

Tate Modern Tate Britain

The franchise museums

New Tate, Herzog &deMeuron Project

T t St I Tate LiverpoolTate St. Ives Tate Liverpool

3 FINDINGS

New functions: new zoning standards (380/652)

3. FINDINGS

Permanent collections (20%)

ExhibitingExhibiting spacesspaces (40%)(40%) Permanent staff officesTemporary offices for exhibit installation

OfficesOffices,, storagestorage andand researchresearch (15%)(15%)

VisitorsVisitors�� servicesservices (20%)(20%)

Permanent collections (20%)Spaces for temporary exhibitions (20%)

p yWorkshops, archive, study areasStorages for temporary exhibitionsStorages for toolsS i l t

Ticket office, info, customer careCloakroom, lost&foundBookshop café restaurant

Special storagesLibrary and mediatheque

BackBack office (25%)office (25%)Bookshop, café, restaurantGathering rooms, waiting and relax areaToilets, nurseryMultifunctional spaces for events

SecurityCateringDeposits

Kids area and educational spacesSpaces for location management

Technical spacesGarage

•The amount of exhibiting spaces for temporary activities equals that of permanent collections: museumsg p p y q pcannot work without temporary activities anymore•Visitors� services, which generate revenues, and back office services are almost equal, to prove the newrange of functions that museums must provide and the relevance of commercial activities

Museums typologiesSample: 652 institutionsp

Examples of specialized museums

From Conservation to ProductionMuseum publisher/producerMuseum publisher/producerNetherlands Institute for Sound and Vision, Hilversum

Newseum, Washington

National Media Museum, Bradford

Florida Museum of Photographic Arts, TampaTampa

Experience Music Project, Seattle

3 FINDINGS

Average cost per museum type

3. FINDINGS

44.976.984

40 000 000

45.000.000

50.000.000

37.095.074

30.585.01027.659.32830.000.000

35.000.000

40.000 .000

25.514.776

15 000 000

20.000.000

25.000.000

5.000.000

10.000.000

15.000 .000

0Archeological Art General Science and technology Specialized

3 FINDINGS

The birth of a new economic sector ( Museum Architecture 1995 2006 B.C.)

3. FINDINGS

The new museums� trend was to commit the design to a famous architecturalpractice/brand regardless the investment and operating budget

the building itself was the �Masterpiece�, even emptyg p , p y

99

Arata IsozakiSteven Holl

Top 10 Architects

111010

99

Frank O'GehryDaniel Libeskind

Zaha HadidKazuyo Sejima, Ryue Nishizawa (SANAA)

Arata Isozaki

1916

1312

11

Tadao AndoDavid Chipperfield

Herzog & de MeuronRenzo Piano

Frank O Gehry

19

0 2 4 6 8 10 12 14 16 18 20

Tadao Ando

• Shortlist invitation vs. open competitionsh i bl / h d / j ( %) % f l i• The winner bless: top 20/404 had 183/652 projects (28%) 42% of total investment

• Replicant museums (same project everywhere)• Superstar effect (archistar museums average cost per sqmt. +/ 25% more)

Zaha HadidThe

Nuragic and Contemporary ArtMuseum, Cagliari

replicantmuseums

Performing ArtsNew Maritime Terminal, Salerno

Performing ArtsCentre, Abu Dhabi

Bridge Pavilion,Zaragoza

Museum & CulturalCentre, Vilnius

3 FINDINGS

(2007 2012 post crisis)

3. FINDINGS

(2007 2012 post crisis)

The new museums� ethics:

• environmental awareness

• financial sustainability

• b dget control• budget control

�more competition / more winners at medium low levels

�consistent reduction of average construction costs�consistent reduction of average construction costs

�but it�swidening the gap between giants and dwarves

The excesses of Nineties: facilitymanagement (cleaningandmaintenance) exceeds 6 7% of operating expenses

VISITATORI SUPERFICI MOSTRE

Polarizzazione: i 15 musei più visitati al mondo nel 2011Polarizzazione: i 15 musei più visitati al mondo nel 2011# MUSEO CITTA' VISITATORI

2011 INGRESSO SUPERFICIMQ

MOSTRE2011

1 Louvre Parigi 8.880.000 P 172.980 202 Metropolitan Museum of Art New York 6.004.254 G 186.000 31

( )3 British Museum Londra 5.848.534 G

(espos.)75.000 16

4 National Gallery Londra 5.253.216 G 46.500 115 Tate Modern Londra 4.802.287 G 34.000 76 National Gallery of Art Washington 4.392.252 G nd 147 Taiwan Palace Museum Taipei 3.849.577 P 24.100 138 Centre Pompidou Parigi 3.613.076 P 103.300 279 National Museum Of Korea Seoul 3.239.549 G 137.200 169 National Museum Of Korea Seoul 3.239.549 G 137.200 16

10 Musée d'Orsay Parigi 3.154.000 P 57.400 5*11 Museo Nacional del Prado Madrid 2.911.767 P 44.300 19

12 State Hermitage MuseumSanPietroburgo 2 879 686 P 183 820 2612 State Hermitage Museum Pietroburgo 2.879.686 P 183.820 26

13 Museum of Modern Art New York 2.814.746 P 60.973 3614 Victoria and Albert Museum Londra 2.789.400 G 50.600 3115 Museo Nacional Reina Sofia Madrid 2.705.529 P 26.800 18

19 Galleria degli Uffizi Firenze 1.742.970 P 7.000 832 Palazzo Ducale Venezia 1.403.524 P 6.500 140 Galleria dell'Accademia Firenze 1.231.104 P 2.500 240 Galleria dell Accademia Firenze 1.231.104 P 2.500 278 Museo delle Porcellane Firenze 695.116 P (espos.) 150 096 Reggia di Caserta Caserta 571.368 P 47.000 8

2011 MUSEO CITTA' VISITATORI INGRESSO

SUPERFICIIN MQ

(Total area)N. DIPENDENTI

N.MOSTRE

2011

BUDGET SPESE

CORRENTI

1 Louvre Parigi 8.880.000 P 172.980 2.111 20 € 108+67 mln

2MetropolitanMuseum of Art New York 6.004.254 G 186.000 1.800 31 $ 224,9 mln

3 British Museum Londra 5 848 534 G(espos.)75 000 1 096 16 55m£3 British Museum Londra 5.848.534 G 75.000 1.096 16 55m£

4 National Gallery Londra 5.253.216 G 46.500 459 11 26m£5 Tate Modern Londra 4.802.287 G 34.000 1.250 7 84m£

National6 Gallery of Art Washington 4.392.252 G nd 885 14 103m$

7Taiwan PalaceMuseum Taipei 3.849.577 P 24.100 483 13 $ 25,9 mln

8 Centre Pompidou Parigi 3.613.076 P 103.300 1160 27 110

9National MuseumOf Korea Seoul 3.239.549 G 137.200 nd 16 $ 80,5 mln

10 Musée d'Orsay Parigi 3.154.000 P 57.400 575 5*29,09m€+20,19*

m€

11Museo Nacional del Prado Madrid 2.911.767 P 44.300 838* 19 41,1m€

12State Hermitage Museum

SanPietroburgo 2.879.686 P 183.820 oltre 224 26 $ 61,5 mln

13Museum of Modern Art New York 2.814.746 P 60.973 1.084 36 11513 Modern Art New York 2.814.746 P 60.973 1.084 36 115

14Victoria and Albert Museum Londra 2.789.400 G 50.600 870 31 84

3 FINDINGS

KPI: Structural parameters/costs: 351 cases

3. FINDINGS

Gross Surface (insqmt)

# casesexhamined

Average cost(mln �)

AverageCost/sqmt

Cost/sqmtmin max

1 5.000 171 14,46 4.298 1.015 7.774

5 10.000 119 34,48 4.436 2.675 6.615,

10 20.000 40 47,68 3.672 2.119 6.254

> 20.000 21 124,27 4.358 3.068 6.732

No correlation between size and costs: no scale economies in single projectsLow correlation between total costs and labour costs (i e Germany vs Turkey)Low correlation between total costs and labour costs (i.e Germany vs Turkey)Positive correlation between the construction time span and the average costDirect correlation between total costs andmaintenance/running costs.

The main factors influencing pricing are still:The main factors influencing pricing are still:� the reputation of the architect� the typology of museums� the complexity of the building construction (i.e. special structures and materials)

It�s possible to makereliable forecast?

Maxxi Romeestimated cost (2000) 100 MEestimated cost (2000) 100 MEfinal cost (2010) 180 ME

PradoMadrid � extensionestimated cost (1999) 70MEfinal cost (2010) 170 ME( )