The MAP project provides an infrastructure for bringing stakeholders in the art world together.
UBS builds different programs around the Guggenheim exhibitions; some of these are purely
hospitality-oriented such as previews and opening events and receptions, while others are more
educational, with high level art content, discussions and interviews through events with curators,
artists and experts. The activities are primarily directed to UBS clients, potential clients, the arts
community and targeted stakeholders in society. The cultural content and symbolic resources
associated with the MAP project created an arena for social interaction within the community of