connecting culture & people

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2 Vision Avesta Group is an international planner and operator that caters for the culture and leisure industries. Avesta Group has a clear vocation: to connect culture and people in a sustainable manner by planning unique experiences and operating world class facilities.

3 Mission Connecting culture and people by combining cultural understanding and management capability that enable us to deliver extraordinary outcomes for our clients Committed to excellence, we aim to provide sterling services and to develop sustainable and innovative cultural solutions adapted to the needs and situation of each client, for both new or existing cultural projects and leisure activities. Over the years, Avesta Group has developed a unique and comprehensive expertise informed by our collective experiences of working with major cultural organizations and institutions all over the world enabling us to envision and create world class results for each and every project we are involved in.

4 Overview ofexpertise Avesta Group offers a complete range of integrated services needed to plan and manage cultural and leisure facilities effectively. Avesta Group strives to guide and support its clients throughout their project development by focusing on three core services aligned with the main areas of concern of a cultural and leisure facility. Content & Activities Building and Facilities Management and Operations + + = Efficient and Sutainable Project Within these three areas and supported by a team of international professionals, our expertise embraces: 1. Strategy 2. Finances 3. Architecture 4. Project Management 5. Institutional and Operations Practices 6. Marketing and Communication 7. Human Resources 8. and Cultural Programming

5 Cultural planner Connecting culture and people by the combination of good planning, strong project management process and skilled staff Planning a cultural event, a museum, a theme park or a new cultural institution is a key strategic step towards its perfect execution. In this initial project phase a number of issues that require careful consideration, analysis and evaluation will arise. Respond in a fully satisfactory way to these questions enable to develop a sustainable long term vision for the organization and allow the successful delivery of projects characterized by their complexity. Avesta group offers both technical expertise on specific aspect of your project and comprehensive services for its full and successful delivery.

6 Cultural planner Our services Management and Operations Building and Facilities Cultural Development, Marketing and Communication Feasibility Studies Audiences Research Benchmarks Concept Plan Strategic Plan Business Plan Operational Planning Governance Strategy and Organizational Planning (including Staffing Plan and Training/Recruitment Strategy) Fundraising and Financing Strategies Retail Strategies Cultural, Heritage and Leisure Masterplanning Client Representation Functional and Facility Planning Architectural Brief Organization of Architectural Competition Design, Exhibition and Project Brief Building Asset Evaluation and Reporting Design Reviews Graphic Design Signage Strategy Visitors Experience Definition Interpretative Planning Audio Visual and Interactive Briefing Content Research and Development, Collections Strategy, Analysis and Development Cultural and Educational Programmes Branding, Marketing and Communication Strategies Brand Development Partnerships Strategy

7 Cultural operator Connecting culture and people by making the most of human potential to ensure the effective operations of the institution in all its aspects Avesta Group supports you in this search for excellence, helps you to grow your capability and to run efficiently the place by proposing three services: Assistance supplying a substantial day to day assistance to your team and providing training through the permanent presence of our experts onsite Support offering opportunities for outsourced services on specific aspects of operations Full Management acting as the full operator of the place on the basis of a delegated management contract, assuming all responsibilities and activities

8 Cultural operator Our services Management and Operations Cultural Development, Marketing and Communication Full Site Management / Delegated Management Active Human Resources Management Including Recruitment and Training General Administration Fundraising Campaigns Conception and Implementation of Innovative Programmes of Exhibitions and Cultural Events Organization of National and International Communication Campaigns Partnerships Implementation Public Relations Management

9 Our added value Our extensive experience Our collective experiences of working with major actors in the fields of culture and leisure industries such as national museums, private organizations and persons, architects, real estate developers, scientific institutes, libraries, aquariums or commercial entities all over the world enable us to envision and create world class results for each and every project we are involved in. Our global vision and comprehensive expertise Our practice that embraces Strategy, Finances, Architecture, Project management, Institutional and Operations, Marketing and Communication, Human Resources and Cultural Programming gives us the proficiency required to create and develop institutions that can take a place on the world stage taking into account all areas of development of the project. Our continuous adaptation to the context Our company has the flexibility and ability to propose tailored services for every project in any part of the world with the mobilization of a local knowledge and research from our people on the ground and, when requested, the involvement of a local team. Our commitment to each client Our firm and experts are committed to reputation, excellence and integrity. We are engaged to be receptive to the needs of our clients and to fully share our expertise and experience for the benefit of the project regardless the size of the project, the nature of the organization and the location. Our entrepreneurial approach Our experts have previous experience in the management of public and private cultural institutions and leisure activities. In quality of managers and entrepreneurs, they perfectly understand the challenges of planning and owning such organizations.

10 Pushkin State Museum of Fine Arts MOSCOW, RUSSIA A world class museum, cultural heritage of the people of the Russian Federation A century ago, in 1912, the Alexander III Museum of Fine Arts that would soon be known as the Pushkin State Museum of Fine Arts was inaugurated. Based on its valuable collections of European art and especially Impressionists paintings and Old Masters enhanced by an exceptional curatorial work, the Pushkin Museum of Fine Arts earned an international reputation recognized by both visitors and professionals of the museum sector. The institution counts among the most famous Fine Arts Museums in the world and is a must see for any visitor of the Russian capital. Museum Complex The Pushkin State Museum of Fine Arts is planning a major expansion and the creation of a Museum Town in the territory of the actual Museum. The plan for this major project consists of three stages involving new buildings, reconstruction, restoration and adaptation of various existing buildings within the Museum Town complex. The implementation of this Plan will increase the total area of the Museum complex to 125,000 sqm. It also allows to increase the number of items on display several times over and to extend significantly the number of exhibitions organized. It will make it possible to admit 3 million visitors per year and to widen considerably the range of additional services provided by the Museum. The Development of the new

11 Heydar Aliyev Cultural Centre BAKU, AZERBAIJAN An architectural landmark of modern Baku and Azerbaijan Construction of the Centre s facility was launched in 2007 and completed on May 10, 2012, to celebrate the National Leader s 89th anniversary. Recognized as one of the world s masterpieces in architecture, the Heydar Aliyev Center has immediately grown into a signature architectural landmark of modern Baku. Zaha Hadid, the author of the building s design, is a worldwide recognized architect and the winner of the prestigious Pritzker Architecture Prize. The Heydar Aliyev Centre is not only Azerbaijan s first cultural centre, with its sqm it is also the largest centre of its kind in the Caucasus and Middle- Asian region. A unique cultural complex Named after its most famous statesman Heydar Aliyev, this worldclass centre is a major venue for Azerbaijan and its capital, Baku. The Heydar Aliyev Centre fosters learning, inspiration and the exchange of ideas whilst respecting a common cultural heritage. The centre is under the patronage of the Heydar Aliyev Foundation. The institution encompasses the following 3 sections: 1. The Heydar Aliyev Museum 2. The Exhibition Halls. This section occupies 9 floors with exhibition halls, administrative office, a restaurant and a cafeteria. 3. The Auditorium. This section of 4 levels embraces 2 multifunctional conference halls, meeting rooms and a media centre.

12 Punta della Dogana VENICE, ITALY A François Pinault Foundation project As a centre for contemporary art, the former customs house of the city presents a permanent exhibition of works from the François Pinault Collection, the institution who wanted and sponsored the transition of this masterpiece of architecture, so emblematic to the city, from its eminently commercial function to port of contemporary art and ideal venue to share it with the world. Tadao Ando s renovation The location of the new home for the Francois Pinault Collection, the Punta della Dogana, is one of the most prominent places in Venice, the merging point of the Grand Canal and the Giudecca Canal, meters away from the memorial church of Santa Maria della Salute. The building was restored by Tadao Ando from January 2008 to March 2009, funded by François Pinault, the French billionaire and art collector. He signed a 33-year agreement with the city. The building had been empty for decades prior, with failed plans to turn it into apartments or a hotel. Dogana da Mar s stuccoed brick exterior was restored without additions, and is the only part of the original structure left intact. «This building has been floating on the water since the 15th century, and my intention is to see it float into the future; it is a very old building and it was very difficult to study its history so as to preserve its original structure and innovate toward the future. I will use a 20th century material, reinforced concrete, fitting it into this historic structure». Tadao Ando when presenting the project in The renovation cost 20 million.

13 ArtScience Museum MARINA BAY SANDS, SINGAPORE Opened in June 2010, the Marina Bay Sands is a huge resort in Singapore with 2,600 rooms, a casino and a museum, located in front of Marina Bay. The Museum of Creativity The world s first ArtScience Museum at Marina Bay Sands is the Museum of Creativity, where creative processes at the heart of art and science and their role in shaping society are explored. As a study of the creative processes that underlie the human experience, ArtScience seeks to understand what drives creative people, how they acquire their skills and how they work. ArtScience Museum presents exhibitions and programmes to deliver these stories using a combination of beautiful design, intriguing content and intellectual discussion, in order to inspire the creativity in us all. Featuring 21 gallery spaces totaling 4600 sqm, the boldly iconic lotus-inspired ArtScience Museum is also the premier venue for major international touring exhibitions from the most-renowned collections in the world. Since it opened in 2011, ArtScience Museum has been home to some of the best-attended exhibitions in Singapore, including Titanic: The Artifact Exhibition, Harry Potter: The Exhibition, Andy Warhol: 15 Minutes Eternal ; Dali: Mind of a Genius and Van Gogh Alive.

14 Louvre Lens LENS, FRANCE One of France s cultural biggest developments was unveiled in The brand new Louvre, called the Louvre-Lens, was officially inaugurated by President François Hollande on December 4, and opens its doors to the public on December 12, offering free admission for an entire year to welcome the public to visit this incredible museum in industrial northern France. Designed by Japanese architectural firm SANAA (Kazuyo Sejima and Ryue Nishizawa), along with American firm Imrey Culbert and landscape designer Catherine Mosbach, the museum s design plays with glass and light, situated on 50 acres that was once a major coal mining site. The museum consists of five buildings, including four rectangular buildings with one large square building in the center, mirroring the design of the Paris Louvre with its two outstretched wings. The museum displays objects from the collections of the Musée du Louvre in three main galleries: the Galerie du Temps, le Pavillon de Verre and The master wing of the museum, the Galerie du Temps, exhibits 205 masterpieces from the Paris Louvre over a five-year period, showcasing works in chronological and geographic order, initially focusing on the periods of the Antiquity, the Middle Ages and Modern art. Le Pavillon de Verre (Glass Pavilion) is a continuation of the Galerie du temps, where visitors can view artworks from neighboring museums in the region. Finally, La Galerie d Exposition Temporaire houses the museum s two temporary exhibits per year. This museum is also unique in that it gives a behind-the-scenes view of the inner-workings of the museum by allowing the public to see into its storerooms and restoration rooms. In total, the project cost 150 million euros, and attracts an average of visitors per year since its opening.

15 Doha Cultural Forum DOHA, QATAR An anchor-piece for the city centre redevelopment project The Doha Cultural Forum is currently under construction at the centre of an ambitious $8 billion regeneration project by Msheireb Properties to develop the historic heart of Doha. The Cultural Forum is the anchorpiece of the original Heart of Doha masterplan which began the process of defining the sensitive redevelopment of the city centre. The design of the Cultural Forum, developed by the British architect John MacAslan+Partners, is rooted in Qatari and Islamic urban and domestic tradition. Its cultural and architectural references are dovetailed with the more innovative design of a new generation of international cultural buildings in Islamic countries. An ambitious cultural complex The Cultural Forum of sqm due for completion in 2014 will contain two theatres, two cinemas, two large scale visual arts galleries and an academy education centre providing drama, music, visual art and media studios for participation and training as well as retail and restaurants The Forum will bring together Qatari and international artists, performers, and the public in a place of shared encounter.

16 Musée du Quai Branly PARIS, FRANCE A meeting ground for cultures of the world / La où les cultures dialoguent The Musée du quai Branly is an innovative cultural institution - museum, educational and research centre, and public living space all in one. Built on one of the last available sites in the heart of Paris, the architectural design of this original project is the work of Jean Nouvel. Opened in June 2006, the Musée d Arts et de Civilisations brings together the collections from the Musée National des Arts d Afrique et d Océanie and those from the ethnology lab at the Musée de l Homme. The idea of opening a museum in Paris, devoting entirely its 4750 sqm to the permanent exhibition of various works of African, American, Asian and Oceanic arts and cultures gave shape to a worthy ambition - to enable a whole range of viewpoints, from the ethnologist s to the art historian s, to be brought to bear upon the artefacts in question, and bring official recognition to the place occupied by civilisations and cultural heritages of peoples often held apart from global culture today A themed section of 750 m² focuses on universal existential question (man s relationship with the invisible, powerful figures, the life cycle, wealth, exchanges and currency, man s relationship with the natural environment, etc.). Exhibitions on the 600 m² mezzanine alternately present different views on various aspects of these heritages which have been unknown for too long.

17 OCÉANOPOLIS CENTRE POMPIDOU MUSÉE DES ARTS ET MÉTIERS RUSSIAN NATIONAL CENTRE FOR CONTEMPORARY ARTS UDARNIK CONTEMPORARY ART MUSEUM MUSEUM OF RUSSIAN IMPRESSIONISM LE LABORATOIRE LOUVRE ABU DHABI CITÉ DE LA MER CITÉ DES SCIENCES MARRAKECH MUSEUM FOR PHOTOGRAPHY AND VISUAL ARTS VULCANIA AVESTA GROUP LLC SAN FRANCISCO / AVESTA EUROPE PARIS / AVESTA CIS MOSCOW / AVESTA MIDDLE EAST DUBAI contact@avestagroup.eu