Rio de Janeiro, cultural consumption experiences in the new port area: the Museum of Tomorrow, Rio Art Museum and the National Museum of Fine Arts

Abstract

Rio de Janeiro represents one of the largest creative economy centers in Brazil and underwent urban renewal in preparation for hosting global events. This research aims to investigate cultural consumption patterns and the symbolic importance of the dockland regeneration project as well as its impact on city branding. The first round of data collection was conducted in 2016, the year of the Rio Olympic Games, and the second in 2018, in two new cultural facilities – the Museum of Tomorrow and Rio Art Museum, and an old institution – the National Museum of Fine Arts. The results indicate that the new museums represent a cultural consumption alternative, aligned with the city branding project; however, the old institution seems excluded. The contribution of this paper is to provide insights for museum managers and public authorities regarding issues related to the potential of cultural consumption for the development and branding of a city.

Keywords:

• City branding
• museums
• cultural consumption
• experiential marketing
• Rio de Janeiro

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Eduardo Kobra’s mural made for Rio 2016 was listed in the Guinness Book of World Records as the largest spray paint mural made by a team (G1, 2016).

2 Revitalization means “bring life (vita) back”

3 Brazilian word for slums

Additional information

Notes on contributors

Alessandra Baiocchi Antunes Corrêa

Alessandra Baiocchi Antunes Corrêa, Ph.D. (Marketing), MSc (Marketing), is a part-time lecturer at Pontifical Catholic University of Rio de Janeiro (PUC-Rio) and assistant coordinator for the MBA in Marketing at the IAG Business School - Pontifical Catholic University of Rio de Janeiro (PUC-Rio). Her main research interests include creative and cultural industries, cultural consumption and place branding.

Luís Alexandre G. de P. Pessôa

Luís Alexandre G. de P. Pessôa, Ph.D. (Linguistics), MSc (Marketing), is a professor at the IAG Business School of the Pontifical Catholic University of Rio de Janeiro (PUC-Rio). His multidisciplinary research interests concern the intersection of semiotics, marketing and communications with a focus on consumer behavior and branding.

Flávia Barroso Mello

Flávia Barroso Mello, MSc (Communication Sciences), is a Ph.D. candidate in Communication Sciences at the State the University of Rio de Janeiro, with a scholarship from ‘Fundação de Amparo à Pesquisa do Estado do Rio de Janeiro’. Her main research interests are cultural and communication issues concerning the study of cities.

Daniel Kamlot

Daniel Kamlot, Ph.D. (Marketing) is a full professor of Creative Business Management at ESPM-Rio and a part-time lecturer at the Brazilian School of Public Administration and Business, EBAPE/FGV and Pontifical Catholic University of Rio de Janeiro (PUC-Rio). His areas of research include creative economy, retail, advertising, social marketing and consumer behavior.

Veranise Jacubowski Correia Dubeux

Veranise Jacubowski Correia Dubeux, Ph.D. (Mechanical Engineering), MsC (Engineering), is a part-time professor at the Business School of the Pontifical Catholic University of Rio de Janeiro and ESPM-Rio. She is also a professor and researcher on the Master’s Program in Management of the Creative Economy at ESPM-Rio and researcher at the Creative Cities Studies Laboratory.