As part of its new program, the licensing company is leveraging the popularity of today’s artists to advance Dunhuang’s IP globally.
In the wake of a pandemic that has financial devastated the museum sector, cultural licensing has become a go-to channel for institutions hoping to engage audiences and generate some much-needed revenue. One company that understands this is ARTiSTORY, the master licensee that in 2021 alone, has established IP licensing partnerships with MFA Boston, Taipei’s National Palace Museum, and the Dunhuang Culture & Tourism Group. With the latter, ARTiSTORY is now set to expand its licensing scope with the launch of its Living Artists program.
Aimed at bringing together living artists, brands, and museums to create IP merchandise, the program launches with a collaboration between Dunhuang Inspiration, an initiative by the Dunhuang Culture & Tourism Group, and contemporary artists Sveta Dorosheva and Laura Greenan.
The illustrators have created artworks inspired by Dunhuang, a meeting point for travelers on the Silk Road nearly 1,000 years ago. Dorosheva, best known for her narrative art, is creating canopies, murals, and flying images inspired by the region’s Mogao Caves, Greenan, whose illustrations are inspired by elements like 1960s culture and Art Deco, will be taking her cue from Dunhuang’s architecture and canopies for ARTiSTORY co-branded items. According to the agency, the first products from the program will be released next month. Continue to read the full article here