How the MoMA Leverages the Classics to Innovate in Licensing

Robin Sayetta of the Museum of Modern Art shares how leading cultural institutions are implementing novel ideas to bring beloved art to the licensing world.

Historical institutions by nature, museums are often a window to the past instead of a doorway to the future. Yet, the licensing and retail work of some of the world's leading museums puts that concept on its head.

Institutions such as the Museum of Modern Art have built a genuinely innovative licensing program for some of the art world's most awe-inspiring pieces. The MoMA's ability to turn cherished works into licensed products has provided millions of consumers the chance to take home art and experience it in a wholly unique way.

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