The Museum of Tomorrow was this Friday, (28th) awarded the Leading Culture Destinations Award 2018 at the LCD Awards in London. This British award is recognized as the ‘Oscar of Museums’. The Rio de Janeiro Museum that has become an icon of Brazilian Culture abroad was the winner in the category of ‘Best Cultural Organization of the Year’ in the promotion of ‘Soft Power’. In 2016, the Museum of Tomorrow had already been awarded with the ‘Best New Museum of the Year, in the Americas and Caribbean’. This time, appearing in an even more prestigious category and overcoming distinguished competitors such as the Louvre Abu Dhabi and the Museum of Vancouver.

The LCD Awards is the most important international award bestowed to institutions, arts organizations and cities that have become cultural destinations. Ricardo Piquet, the chairman of the Museum of Tomorrow represented the institution at the award winning ceremony. He emphasized the importance of this recognition to highlight Brazil's potential in influencing and exporting both knowledge and culture.

Among other factors of recognition, the LCD Awards highlights the management model used by the Museum of Tomorrow which falls under the responsibility of the IDG (Institute for Development and Management) as a role model for national management and self-financing, giving emphasis to the innovative character of the project, which is an initiative of the City Hall conceived in partnership with the Roberto Marinho Foundation, in which Santander Bank acts as the main sponsor.

‘Soft Power’ is an expression used in the Theory of International Affairs to describe the ability to indirectly influence people’s behavior or interests though cultural or ideological means, for instance, gastronomy in France and Italy and the world of cinema in the USA. The expression was used for the first time by the Professor Joseph Nye from Harvard University in the late 80’s.

Publicado em 28/09/2018