Branding

Meet the man making millions for Western museums in China

Following his alliance with the British Museum, Yizan He has now secured global licensing rights to sell branded products in partnership with major art institutions worldwide

Louvre launches flurry of brand partnerships and ‘e-boutique’ in bid to make up Covid deficit

Deprived of visitors, the world’s most popular museum is striking deals with brands such as Uniqlo to reach international audiences online

Art marketArchive

‘Poor door’ opens to let in new collectors as galleries reach out to a wider market with souvenirs and branding

From limited-edition works to T-shirts and tote bags, galleries are diversifying to suit the market

Adrian Ellis on Tate's expansion: the definition of success

After a decade of acclaim, will its triumph be topped by Tate Modern 2?

How did the financial downturn impact the market for brand-name artists like Hirst and Murakami?

Both have adopted marketing strategies more typical of luxury goods firms than artists. In 2009 we looked at their market history

TateArchive

Adam Throup on the branding of the Tate

Part of the design team at Wolff Olins, he sums up the Tate's branding redesign