Two world’s leading luxury empires – of Bernard Arnault and François Pinault – started to create their online estates on .ART, the art world’s exclusive web domain. Rolls-Royce, Bentley, and Swatch have also joined.
Art has long been a favorite platform for the luxury industry to communicate with their customers. Top museums organize memorable exhibitions of luxury brands’ arty products, while luxury brands open museums and exhibition places creating unforgettable visual experience for their visitors.
.ART, being a unique signifier of creativity on Internet, offers the luxury industry an ideal platform to create customer experience online, connecting luxury products with art.
Following its opening to general public on May 10th, .ART was joined by Fondation Louis Vuitton, Bentley gallery and Collection Pinault Paris. François Pinault’s two great exhibition spaces in Venice – Palazzo Grassi and Punta della Dogana – were also put on the .ART map, with their current exhibition of Damien Hirst “Sea Monster” acquiring a special place.
The notable companies that have registered their domain names include Swatch, Rolls-Royce and online auction house Auctionata, that specializes in luxury goods, art, antiques and collectibles. These organizations have joined a wider range of earlier .ART registrants such as Chanel, Sotheby’s, Fondation Cartier and top performer Beyoncé.
While many organizations purchased their real names, other examples of registrations include marketable keywords such as bags.art, tops.art, or moebel.art offering a clear and direct name for potential e- commerce websites.
“We think the introduction of .ART will drive a new set of domain name customers into the domain industry as wider range of cultural communities reliant on social media and other sites will find a new way to display their projects and products. They will engage their customers in creating and sharing new
experiences to sell their products, and .Art is an ideal platform for these activities”, says .ART founder, venture investor Ulvi Kasimov.
Daria Kravchuk (dariakravchuk.art) is a curator, cultural producer, and art journalist with over a decade…
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