Musée d’Orsay Embraces NFTs in Push to Reach New Audiences
It was 2021, and the Musée d’Orsay had a problem.
The Parisian museum, which boasts the largest collection of Impressionist and Post-Impressionist masterpieces in the world, was struggling to attract visitors amid the seesaw uncertainty of Covid lockdowns. Some museum staff felt assured that the French people’s commitment to cultural enlightenment would prevail, and museum attendance would soon return to pre-pandemic levels. But the doors were open—and huge crowds hadn’t turned up.
“French people came less, young people came less,” Guillaume Roux, the Orsay’s director of development, told Decrypt’s SCENE. “We realized that we would have to fight to gain back visitors we had lost.”
In October 2021, the museum gained a new president, Christophe Leribault, whose top priority immediately became opening the Orsay to the masses—in Roux’s words, “talking to everyone, even those who had never been to the museum or might never come.”
Leribault tasked an internal team with exploring
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