In the overall experience offered by the City of Bruges, art could play a much more prominent role, both for tourists and locals. There were numerous examples abroad: MoMA, Guggenheim, Tate, The Met... They are not only art institutions, but also influential lifestyle brands that help define the identity of their city. Together with other local trendsetters in the fields of fashion, food, music and nightlife, they formed the artistic scene that makes a city irresistible. At that time, this artistic scene was not yet clearly defined in Bruges. Musea Brugge had strong assets, but these were spread across thirteen locations but lacked some real crowd pullers. As a result, the art on offer felt more like part of the scenery than the crown jewels of an artistic scene. That was precisely where the potential of the Musea Brugge brand laid. By connecting the most relevant actors and setting itself a clear mission, the brand was able to become the pioneer of an artistic scene that gave art an integrated role in Bruges in a contemporary, progressive and open way.