 Attenborough was named the most trusted celebrity in the UK in a 2006 "Reader's Digest" poll, and in 2007 he won "The Culture Show"'s Living Icon Award.He has also been named among the 100 Greatest Britons in a 2002 BBC poll and is one of the top ten "Heroes of Our Time" according to "New Statesman" magazine.In September 2009, London's Natural History Museum opened the Attenborough Studio, part of its Darwin Centre development.