Emilie Cousteau

CASE STUDY

The Louvre, from Paris to Abu Dhabi: Brand Extension or Brand Reinvention?

By  David Dubois,  Emilie Cousteau
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Eighteen years after the landmark agreement, the Louvre Abu Dhabi has matured from a controversial concept—once decried as a "cultural Chernobyl"—into a global cultural powerhouse welcoming a record 1.42 million visitors in 2024.

    Published 09 Jan 2026

    Reference 7078

    Topic Marketing

    Industry Luxury Goods and Jewelry,  Museums and Institutions

    Region Middle-East

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    The Louvre, from Paris to Abu Dhabi: Brand Extension or Brand Reinvention?

    Add to Cart new

    Eighteen years after the landmark agreement, the Louvre Abu Dhabi has matured from a controversial concept—once decried as a "cultural Chernobyl"—into a global cultural powerhouse welcoming a record 1.42 million visitors in 2024.

      View