Set to launch its public access phase in May, .ART is the new internet domain for the creative industry that will allow users to easily identify any art-related organisation, business or product
We are all familiar with the terms .com, .org or .net, but these don’t always help categorise the field in which your business or organisation operates. For artists or creatives, who often work under their full name, the .ART internet domain is set to revolutionise how they are perceived in the digital world. Furthermore, large- or small-scale institutes who work with art, are now able to add .ART — a short and easily memorable domain moniker — to the end of their gallery, museum or association name.
Since December 2016, the .ART domain has seen hundreds of early adopters registering their names, from cultural institutions and artists to companies and individuals across the globe. The likes of Banksy, LACMA, the Guggenheim Museum, Axel Vervoordt, Centre Georges Pompidou have registered, with companies such as Rolex, Kickstarter and Sotheby’s getting on board too. These include M+ Museum in Hong Kong, with a number of other regional names looking set to follow suit after the recent success of ‘Art Month 2017′.
During this early registration period, which has been exclusively open to art professionals, .ART has seen an impressive and continuous rise in registrants. Ulvi Kasimov, founder and chairman of .ART says: ''I am thrilled to see so many organisations recognising the importance and potential of .ART, for their brand, business and creative endeavours. I am particularly pleased with the quality of registrants. .ART is the new digital dress code for the art world.''
Already making concrete use of .ART is the Stedelijk Museum in The Netherlands, BRAFA in Belgium and ICA in the UK. Stefan Kalmár, ICA director, says: "Moving the Institute of Contemporary Arts from ica.org.uk to ica.art is for me only logical as it underlines the ICA's international role not only as the first ICA founded some 70 years ago, but as an organisation that has always thought globally and opposes the current re-emerging of nationalism in the UK and elsewhere. www.ica.art confirms ICA's belief in an interconnected world in which solutions to global challenges can only be found together."
Others are creating project-based micro-sites in addition to their existing web presence. Fondation Cartier in Paris, for example, is currently developing a digital home on .ART, to be launched in June, designed to host its vast collection of specially-commissioned artworks that cannot be otherwise experienced in its entirety. Van Abbemuseum in Eindhoven has similar plans to be launched this autumn, while art fair EXPO CHICAGO will use expochicago.art as ''a digital space that provides an exclusive glimpse into the artists, individuals and core programmes of the fair. We are using .ART to place images and visual content that we are not placing on our other digital platforms — such as press announcements, VIP events, exhibition previews and programming.''
Along with those companies whose foundation is exclusively based on art , several large companies seeking an affiliation with art have already embraced the new domain name. French fashion powerhouse Chanel, Bank of America Merrill Lynch and French insurance company AXA, as well as tech giants Apple, Google and Facebook, feature among hundreds of corporate registrants who are already part of the .ART community.