The Heart of .ART — Giving the Art World a Digital Home All Its Own

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Dot ART posters by Interbrand

You may not know what a gTLD is, but you’ll recognize one when you see it. A generic Top Level Domain is a creative way for URLs to reflect their owners, so surfing-related web addresses can adopt “.surf” as a suffix, for example. Now art-loving brands can secure their web addresses that end in .ART, a digital distinction around which Interbrand has created a brand identity that elevates it from a domain name to a global online community dedicated to art.

dot art .art logo

Since the first global digital domain for the art world became available on February 8th, .ART domains have been registered in more than 38 countries worldwide. Examples of brands snapping up .ART include cultural institutions such as the Louvre and the art auction powerhouse Sotheby’s; global brands including Apple, Audi, AXA, BMW, Disney, Facebook, Google, Microsoft, Samsung, Chanel, Rolex and Rolls-Royce; and one of the world’s best-known performers—and savviest personal brands—in Beyoncé.

Anyone from the arts who’s interested in securing one or more .ART domains are invited to secure their URLs by registering at art.art. Art world organizations and professionals—museums, galleries, collectors, art dealers and events, artists, dancers, designers — will have priority for securing their domain names from February 8 to May 9. From May 10 onwards, .ART will be open to all individuals and organisations that create, service, consume or even simply love art.

Part of the power of .ART (pronounced “Dot ART”) is as a unifying force and identity for the arts in the digital world. Interbrand’s goal in branding .ART was to realize a vision that transcends a domain into a holistic, organic identity that embraces artists, art fairs, organizations, art dealer associations, art biennials, galleries and dealers, foundations, service providers, collectors, curators and media in a global community.

“.ART is more than a substitute for ‘.com’—it’s an identity, a new territory to express unbridled creativity,” Interbrand commented. “To create a groundswell of support, it needed a strong brand to emphasize one thing: .ART stands for authenticity.”

“It is .ART’s role to give art a voice, to embrace and unite all of its forms, all of its constituents in one place,” commented Max Raison, strategy director at Interbrand London. “The brand is deliberately flexible to allow this in both its design and definition, and those that have already signed up are testament to its potential.”

.ART Dot ART business cards logo by Interbrand

The minimalist visual identity leaves creative room for brands to leverage a domain within which their individuality can thrive, combining legacy with interactivity, educational opportunities and new global audiences.

Sue Daun, Executive Creative Director at Interbrand London said, “This simple, dynamic identity respects the art world it inhabits, framing the importance of recognizing art within its own space. Being part of this creative world ourselves, .ART represents far more than a domain: Its a statement of equality for the creative community.”

Ulvi Kasimov, the founder, venture capitalist and head of .ART, explained, “As an investor and art collector, I found it fascinating that the art community had not developed a formalised infrastructure, and it was this insight that led me to think, ‘What could be?’ It is more than just a domain, it is a technology platform that provides accessibility and trust. I wanted to create a space for the art community with a digital identification, as well as providing a vehicle to bring the art world into the digital space.”

“Art is still a very traditional analogue market, despite online art sales at an all-time high,” said Interbrand London CEO Christian Purser. “The launch of .ART creates new growth possibilities for artists and the people and businesses that support them.”

More than 60 early adopters are already on board, including —

Art institutions: The Art Institute of Chicago, the Centre Pompidou, Foundation Cartier, Solomon R. Guggenheim, the Istanbul Biennial, the Francis Bacon Estate, the Marina Abramovic Institute, Cahiers d’Art, ArcoMadrid.art, ArtMarket.art., ArtPrice.art, Berlinale.art, Fundación Cisneros with Cisneros.art, the Louvre Museum, National Museum of Women in the Arts, RichardGreen.art, Sothebys.art, the Brussels-based BRAFA (one of the oldest art fairs in the world) and the Multimedia Art Museum in Moscow.

Among brands registering .ART domains, Apple secured 35 URLs including ThinkDifferent.art (a nod, perhaps, to its iconic creative ad campaign), iPhone.art, iPhoto.art and Apple.art. Other brands include Absolut, Audi, BMW, Chanel, Disney, Google, Rolex, Rolls-Royce, Beats by Dre, Pixar, Microsoft, Samsung, WhatsApp, Facebook, Instagram, AXA, Wells Fargo, Bank of America (which has secured six .ART URLs).

Kickstarter, the creative community and funding platform that helps artists, musicians, filmmakers, designers and other creators find the resources and support they need to make their ideas a reality, opted to acquire Kickstarter.art as a hub to highlight stories, projects and ideas from its vibrant community.

Artists, of course, are a key part of the .ART community. AES+F, a collective of four Russian artists, explain why they’re now found at AESF.art

Steve Miller, an American multimedia artist, explains why SteveMiller.art was a natural move:

As a born-on-social hub that’s giving art fairs a run for collectors’ money by promoting and selling work by emerging artists on Instagram, where is has 1.2 million followers, Love Watts co-founder Jordan “Watts” Watson explains why adding LoveWatts.art to an expanding digital art empire makes sense:

Follow the rise of the Dot ART phenom and digital artistic expression by following two hashtags: #DOTARTME and #ARTDOMAINS.

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