Chapter 4 · Cultural and art marketing in 2026
Institutions, galleries, and tokenisation
NGP, Kunsthalle Praha, RWAs, and fractional ownership of art.
Institutional marketing
Galleries and museums balance artistic integrity, public education, and attendance targets. NGP (2022–2026) builds on openness, accessibility, and universal design.
Kunsthalle Praha: data-driven campaigns, remarketing, TripAdvisor Ads — sold-out exhibitions at low cost per response.
Business synergy: Contemporary Art Program (White & Case) — art in corporate spaces, access to solvent audiences.
Art tokenisation (RWAs)
Real-World Assets: a physical work divided into thousands of blockchain tokens democratises investment in blue-chip art. The fractional ownership market in 2026 exceeds USD 2 billion.
Phases: physical validation and custody (SPV), token minting with smart contracts, distribution and secondary market with atomic settlement.
Communication combines financial metrics with artistic storytelling; royalties for living artists encoded in contract.