• March 7, 2007

Would a brand by any other name cost as much?

It's a question to ponder now that France is being paid more than half a billion dollars by Abu Dhabi in order for it to attach the brand name Louvre to a new museum it hopes to open in the United Arab Emirates in 2012.

Abu Dhabi will also pay France another $747 million to art loans, special exhibitions and management advice.

The deal marks an important step in Abu Dhabi's plans for a $27 billion tourist and cultural development that will include a Guggenheim Abu Dhabi, a maritime museum and a performing arts center as well as the Louvre Abu Dhabi.