Guggenheim as an arts institution and its curators provide legitimacy to the project and to UBS
as a partner in the MAP project. The engagement of UBS in the various local arts scenes together
with Guggenheim signals that the bank is being serious about art and is committed to the regions
and their culture and arts scenes. By partnering with a globally recognized arts institution, the
bank leverages its existing art program and aims to gain status within the arts community
through its association with the arts institution.