Published on: 27th August 2021
Boston’s Museum of Fine Arts has become the latest cultural tourism hot spot to join the ARTiSTORY portfolio, offering the art and culture licensing specialist access to nearly 500,000 works of art to inspire designs to be licensed globally.
Founded in 1870, the MFA is recognised as one of the most comprehensive art museums in the world. Having first opened its doors to the public on July 4th, 1876, the Museum’s collection spans Egyptian, Greek, and Roman masterpieces, renowned works of art from the Americas, Asia, Europe, and Africa, and significant holdings of photography, prints and drawings, textiles, fashion, and musical instruments.
Meanwhile, launched in January 2021, ARTiSTORY’s vision is to extend the reach of its cultural partners to engage a wider global audience via comprehensive licensing programmes with global retailers, manufacturers, direct to consumer brands, and online retailers.
The programme reflects ARTiSTORY’s core capability of turning “Artefacts to Merchandise” and extends beyond with storytelling content through hybrid / digital exhibitions and immersive experiences, each supported by narratives that resonate with their targeted audience.
Katsushika Hokusai, Wassily Kandinsky, Piet Mondrian, Alphonse Maria Mucha, Paul Gauguin, Claude Monet and Paul Cézanne’s masterpieces will be some of the sources of design inspiration for ARTiSTORY’s annually refreshed themes of design assets, including patterns, prints, icons, stories and immersive experiences.
“We at ARTiSTORY are very pleased to have signed this iconic American institution. Having worked with Debra at the MFA previously I know first-hand what incredible artworks we will gain access to, and the beautiful designs our in-house creative team can produce,” said Yizan He, Co-founder and CEO at ARTiSTORY.
Debra LaKind, senior director, intellectual property and business development at the MFA, said: “At the MFA, we believe in the power of art to bring people together and foster cross-cultural understanding. Our mission includes reaching beyond the walls of the Museum, by pursuing collaborative opportunities to share our diverse collections with world-wide audiences.
“ARTiSTORY is uniquely positioned to help expand the MFA’s global presence in creative and engaging ways through storytelling and merchandise, bringing art into the everyday life of the consumer. We are thrilled to be working with the team at ARTiSTORY.”
