If there is one thing that people around the world have been missing throughout the pandemic, it is certainly art, among other things. The confinement and removal from art spaces for a long time, changed the puzzle of public preferences in the post-Covid era (or even a transitional period for the exit from the pandemic). Art lovers not only did not get used to this lack, but now returned with even greater demands and willingness to visit museums, attractions, and venues.

In this climate, the digital modernization of art spaces and especially of museums has gained ground. Citizens from all over the world could visit the most famous museums of the world from the sofa of their home and see even through the screen, famous exhibits. This, of course, created a domino of developments that resulted in even collaborations that one would not easily imagine. Why, how can a museum work with a famous brand of clothes or cosmetics? Not only have we seen such collaborations, but museums seem to leave far behind “outdated” methods and perceptions, regarding their promotion and the audience, to which they are addressing and preparing, to create their own brands.

It is characteristic that they have entered dynamically in the field of social media and it is not uncommon for them to operate as brands themselves, “promoting” their product to the young public. Technology is running, social media is leading the way and culture is entering a new phase of promotion. The audience is expanding, and museums are not just places to display art, but collaborate with big brands, ready to create their own more modern identity. A big challenge that seems to have similar success…