Art initiatives and Name Protection: Major Brands Finding a Digital Home with .ART

How often do you hear a story about people starting businesses, feeling like they find the perfect name but having failed to do their due diligence to see if anybody else had the same name? Their brand isn’t so strong anymore, not so recognisable. But what if you were a recognisable brand and the mistake was not so genuine?

No matter what your reasons are to buy several domain extensions, be it to protect your name amongst others – you also want to be featured on the one that will propel your project higher and most importantly above the digital white noise.  

While some brands like Mercedes-Benz decided to feature a project that is art-related, some others are acquiring .ART extensions for the simple benefit of protecting their name and their reputation. That way, nobody can profit from their brand recognition and hard work by, let’s say, starting a website that would be unrelated, or simply exposing this brand in a different light.  

Let’s start with the Mercedes-Benz Case. While they have been car designers for nearly a century, they are also art collectors. Many would argue that designing cars is an art, and we totally agree, but it is their art holding, their arte sammlung that they are putting forward with their .ART extension. The collection started in 1977, when they acquired a painting by Willi Baumeister. Since then, they branched out and are holding international contemporary art, car-related art, international photography, video art and public sculptures. “Promoting contemporary art is part of our company’s wider commitment to culture, based on ideals as regards social issues and processes” is what they are aiming at. They are offering free guided tours and an educational program as well. If you stop by Stuttgart, make sure to go and have a look at their large sculptures park or one of their two exhibitions.  

And other major brands are also protecting their name and continuing to strengthen their brand by using their .ART website to show all their creative super power. It is the case of following adopters: 

Hauser & Wirth | HAUSERWIRTH.ART | Hauser & Wirth was founded in 1992 in Zurich by Iwan Wirth, Manuela Wirth and Ursula Hauser, who were joined in 2000 by Partner and President Marc Payot and CEO Ewan Venters in 2020. The gallery has built a reputation for its dedication to artists and support of visionary artistic projects worldwide. While they have another extension for their gallery website, the .ART is as the first site of its kind for them and 25 Years offers insight into the gallery’s history and wide-ranging projects, while encouraging interaction with the artists and their wider footprint. It provides an invaluable resource for an audience interested in learning more about contemporary art and the Hauser & Wirth story. 

Kickstarter | KICKSTARTER.ART| Kickstarter is an American public-benefit corporation based in Brooklyn, New York, that maintains a global crowdfunding platform focused on creativity. Kickstarter works with visual and performing artists, arts organizations, and cultural institutions to help them realize art projects. Make sure to look into our Survival Tactics article about fundraising! It highlights a great project, PUBERTY, by artist Laurence Philomène! 

Porshe | PORSCHE.ART | Another car designer has recognized the importance of art and how it is intertwined with what they do as their core business. The Art of Dreams currently features the inaugural commission for Porsche’s new global series of immersive art and design experience “The Art of Dreams”. They are following in the footsteps of other global automotive manufacturers with innovative art programming! 

And then there is also the ease of acquiring your .ART extension and doing a straightforward redirect to another one of your domains. Especially good if you are rebranding but also simply to reinforce your online presence. It will give you the advantage of harnessing all the power of .ART and you will be able to use all your business cards that you have already printed! 

Here are some top brands that have opted for that exact solution, recognizing the power of ART, ensuring that their name is protected and using the best of both worlds to their advantage. You could do that just like them by acquiring your .ART on GET.ART. Subscribe to our newsletter for promotions and fun offers as well as a ton of great content. Join these leaders today! 

.ART Team
.ART Team
members are global citizens with interests ranging from art history to social justice. If we had an office cat we would have called it Basquiat.