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Contemporary museums are rapidly evolving from “temples of art and culture” to providers of cultural and recreational activities. Although supposed to be instructive, they are embarking on a controversial policy of pleasing the public in order to exist, the ultimate aim being to draw as many “customers” as possible to secure their future. And in pursuing these aims, they have been exporting themselves, just like any commercial brand, to nation-cities seeking a “place” on the globalized map. The Abu Dhabi Louvre is a striking example of this global trend, as is the Guggenheim, which has now become a movable landmark in the arts and culture landscape. This phenomenon of “existence through architecture” is turning architectural works into objects as well as tools to enhance communication and notoriety, a development that has more to do with marketing than with culture. But given this new status, where the building itself guarantees the museum’s existence and contemporaneity, how much interest is there in its collections? And to what extent is every museum’s share of public responsibility for collective cultural development likely to compromised by “market forces”?