The Louvre Abu Dhabi is the first museum of universal art in the Arab world. It is the result of an intergovernmental agreement signed in 2007 between France and the United Arab Emirates, with the participation of French public institutions such as the Musée du Louvre, the Centre Pompidou, the Musée d’Orsay, the Musée de l’Orangerie, the Bibliothèque Nationale de France and the Musée Rodin. The museum considered France’s most significant cultural project abroad, opened its doors to the public in 2017. The success of this top-rated museum has three main cornerstones: its spectacular building, its rich permanent collection (thanks to loans from the Louvre and other French museums), and the appeal of its temporary exhibitions. The Louvre name, a global brand, is a guarantee of artistic quality and success. However, the new museum has temporarily leased the Louvre brand for the equivalent of $1.15 billion, so this is not a definitive franchise agreement, as it can use the illustrious Name for only 30 years and can lend items from the collections of the Louvre and a dozen other French public institutions (Musée d’Orsay, Centre Pompidou, Bibliothèque Nationale) for a decade. During this period, the new museum will have to build its permanent collection, which is expected to become a specific version of global art history (Grincheva 2020).