Paris Art Museum Partners With Tezos For NFTs to Reach New Audiences

The Musée d’Orsay in Paris, renowned for housing the world’s largest collection of Impressionist and Post-Impressionist masterpieces, has embarked on a new partnership with the Tezos Foundation to integrate blockchain and NFT technology into its exhibitions.

The museum apparently faced challenges in attracting visitors during the uncertainty of pandemic lockdowns, prompting a strategic exploration of NFTs and blockchain technology to engage new and younger audiences.

In a move that materialised almost two years later, the museum announced a year-long collaboration with the Tezos Foundation to introduce blockchain-backed artworks and digital souvenirs into its collections and exhibitions.

The first phase of this partnership coincides with the opening of the exhibition "Van Gogh in Auvers-sur-Oise: The Final Months" on October 3, 2023.

As part of the exhibition, the museum will offer on-chain digital souvenirs to visitors, including an augmented reality representation of Van Gogh's final palette and an original digital artwork inspired by Van Gogh, created by the French blockchain culture project KERU. Both digital pieces will be minted on the Tezos blockchain and will be available for purchase, with gamified elements that offer holders the chance to win prizes such as lifetime passes to the Musée d’Orsay and invitations to museum events.

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A total of 2,300 NFTs for each type will be sold for €20 each. This partnership also involves collaboration on conferences and educational programs over the year, aiming to expose the museum's audience to emerging technologies like blockchain.

The Musée d’Orsay's decision to explore NFTs and blockchain aligns with its goal of engaging younger and new audiences. By venturing into Web3 technology, the museum aims to remain relevant in the 21st century and break away from traditional perceptions, fostering connections between the conventional and digital art realms.