October 2, 2023

France’s Musée d’Orsay Embraces NFTs for Attracting New Visitors

Musee d'Orsay

Musee d’Orsay

France’s Musée d’Orsay, known for its extensive collection of impressionist and post-impressionist art, has partnered with the Tezos Foundation to offer educational programs and conferences over the next year.

The museum has embraced blockchain technology and NFTs to reach a wider and younger audience. The decision was made after the museum experienced a decline in visitors during the Covid-19 pandemic.

In 2021, the d’Orsay Museum saw a drop in attendance due to pandemic lockdowns and restrictions. Guillaume Roux, the museum’smuseum’s director of development, expressed concern about the decreasing number of French and young visitors.

“”French people came less, young people came less. We realized we would have to fight to regain lost visitors,” he told Decrypt.

In the same year, the French museum appointed a new president, Christophe Leribault, with a mission to attract a wider and younger audience to the Orsay. He recognized the potential of blockchain and NFTs in the art world as a way to rejuvenate the institution.

Now, almost two years later, the Musée d’Orsayd’Orsay has made a groundbreaking partnership with the Tezos Foundation, creators of the Tezos blockchain, with a year-long plan to integrate blockchain-backed artworks and digital artists into the museum’smuseum’s vast collections and exhibitions.

To start the partnership, the museum will offer on-chain digital souvenirs to visitors attending the upcoming exhibition, “Van Gogh in Auvers-sur-Oise: The Final Months,” which opens on October 3, 2023. The exhibition will showcase Vincent van Gogh’s works during the last two months of his life, providing a unique insight into his creative brilliance.

Starting this week, visitors to the museum and those who love art can buy two digital souvenirs connected with the exhibition. The first is an augmented reality piece representing van Gogh’s final palette. At the same time, the other is an original digital artwork inspired by van Gogh, made by Keru, a French blockchain culture project.

These pieces will be minted on the Tezos blockchain and have gamified elements that give you a chance to win prizes. These prizes include lifetime passes to the Musée d’Orsayd’Orsay and invitations to its grand opening events. Each variety will have 2,300 NFTs available for €20 (about $21) each.

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