.ART

The intersection of art and technology has never been more alive. This year, two groundbreaking companies, Artcrush (Belgium) and WHATCLASS (United Kingdom), have been named dual winners of the .ART Digital Innovation in Arts & Culture Award 2025 (DIAC), presented in collaboration with GP Bullhound Allstars.

Selected from 75 international applicants, the winners exemplify how digital innovation can reshape culture, education, and public engagement with art.

“This year’s winners capture the essence of what the DIAC stands for: using technology not as a replacement for culture, but as a bridge that connects creativity, community, and innovation. Both WHATCLASS and Artcrush demonstrate how digital tools can create new ecosystems for learning and artistic experience.” – Ulvi Kasimov, Founder of .ART Registry

Artcrush: Turning Public Space into a Global Gallery

Artcrush is redefining how we encounter art in everyday life. The Belgian startup transforms unused digital billboards into the world’s largest open-air gallery, creating a new cultural economy that connects artists, brands, and millions of viewers through urban space.

By merging technical infrastructure with curatorial vision, Artcrush reclaims commercial media for cultural storytelling, offering artists visibility, brands cultural relevance, and the public free access to art.

Now active on more than 15,000 digital billboards across Asia, Europe, and Africa, Artcrush continues to expand rapidly. Highlights include a children’s art competition with BIC in Belgium, which generated over 100 million impressions and culminated in a giant mural in Brussels, as well as a full-city takeover during Berlin Art Week 2025, where 567 screens became an open-air gallery delivering more than €100,000 in media value.

“This award means a lot because Artcrush was created with one mission – to make art visible everywhere, and to remind people that beauty and emotion belong in everyday life. We turn thousands of digital billboards around the world into open-air galleries, giving emerging artists a chance to be seen by millions. But more than visibility, it’s about connection – about the quiet healing that happens when someone walking down the street suddenly encounters art that speaks to them. We share the belief that art heals, and we’re honored to be recognized among innovators who use technology to bring more meaning, color, and humanity into the world.” – Mathieu France, CEO of Artcrush

“Artcrush has completely changed how I see digital billboards. What I used to ignore, I now actively seek out when traveling. They’ve created something beautiful: a flywheel where artists get funded and seen, while everyday spaces become unexpected galleries. This is innovation that just works.” Ronald Gijsel, Partnerships Manager, Automattic; DIAC 2025 Jury Member

WHATCLASS: The Future of Cultural Education

Based in the UK, WHATCLASS is revolutionizing music and cultural education by turning artists into teachers and fans into co-creators. As Spotify’s global education partner and backed by ABRSM, WHATCLASS blends streaming culture with accredited, artist-led learning.

From AI-personalized classes to a fan-powered IP model, the platform creates a participatory education ecosystem that is scalable, culturally relevant, and revenue-generating for creators. With over 100 artists, 400+ classes, and partnerships with Netflix, OpenAI, and Coursera, WHATCLASS is building the cultural learning infrastructure of the digital age, where anyone can teach, learn, and own a piece of the future.

“On behalf of our whole team, we are very proud to have received this award. We also want to thank all of the artists who have been a part of WHATCLASS so far and our incredible creative directors, Luke Charles.” – Austen and Scott Smart, Founders, WHATCLASS

“WHATCLASS gets it! We all want to learn from artists we admire. They’ve made that dream accessible and sustainable. I’m excited because this can grow in so many directions, and they’ve already proven it works. This is the future of creative education.” – Ronald Gijsel, Partnerships Manager, Automattic, DIAC 2025 Jury Member

A Jury of Industry Leaders

The 2025 DIAC jury brought together an exceptional panel of leaders from across the art, culture, and technology landscapes.

Once again chaired by Dean Phelus, Editor in Chief of Museum Magazine and Senior Director of Special Projects at the American Alliance of Museums, the panel reflects a unique blend of institutional insight, artistic expertise, and digital innovation. Dean, who has served as head juror for several consecutive years, continues to provide continuity and vision for the award’s evolution.

Joining him on the jury were Paul Nicks, President of Domains at GoDaddy; Marco Cappellini, CEO and Co-founder of ArtCentrica and last year’s DIAC winner; Dyl Blaquiere, CEO of Sedition; Ronald Gijsel, Partnerships Manager at Automattic and specialist in art, and Stefanie de Regel, Director at TAEX and board member of the One Art Foundation.

“My first time judging these awards has been eye-opening. Every submission represents real courage: turning creative vision into reality. Our winners shine, but I see so many promising ideas worth pursuing. Congratulations to Artcrush and WHATCLASS.” Ronald Gijsel, Partnerships Manager, Automattic, DIAC 2025 Jury Member

A Night to Remember

The 2025 Allstars Gala, often described as the “Oscars of the tech world,” took place at London’s stunning HERE at Outernet venue. The evening brought together Europe’s leading entrepreneurs, investors, and cultural figures for a celebration of creativity and innovation.

The event featured a keynote address by Baroness Manningham-Buller, former Head of Britain’s Security Service (MI5), whose remarks underscored the growing importance of creative industries within the wider landscape of innovation and leadership.

Supporting Innovation with .ART

As part of its mission to champion innovation in the cultural sector, .ART is awarding digital credits to all honorees after the ceremony, offering up to $10,000 in Get.art domain value. These credits will enable creators and organizations to strengthen their digital presence and expand their projects using .ART domain names.

Official press release