Commerce and Culture: an Artful Alliance

Corporate sponsorships of museums and exhibitions benefit both partners. It works best when the public sees the connection

Artists have always sought rich patrons, and corporations understood long ago that culture brings prestige. Now galleries and museums are sharpening their styles too, exchanging scholarly habits for colorful logos and unstuffy strap-lines. Art institutions with an eye on visitor numbers are thinking not only about cash, but what these partnerships can do for their brands.

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