Building cultural bonds with clients in international markets
The Guggenheim UBS MAP Global Art Initiative carries symbolic values that are associated
with the UBS brand through internal and external communication vehicles. The MAP project
explores themes and topics that relate to the history, heritage and development of the regions in
which the exhibitions take place. The first part of the MAP project presented exhibitions on the
theme of South and Southeast Asia in terms of transformation and identity, through historical
and contemporary developments in the region. This first exhibition was named “No Country”
and was presented in Hong Kong and Singapore during 2014.