There seems to be really room to sink in, meaning it’s sure to be a big deal if one of the world’s top museums is already selling its own brand of T-shirts and mugs online rather than guiding millions of tourists deep into exciting exhibits. Of course, due to the epidemic, it is difficult (impossible to break the rules) to get into the glass pyramid of the Louvre, but no matter, it’s just a matter of detail …
We have to survive, even the most famous French museum.
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The Louvre in Paris receives about ten million people a year, so it’s no exaggeration to say it’s one of the most visited institutions in the world. Due to the coronavirus epidemic, he was forced to survive without foreign visitors for half a year last year, and this huge shortfall in revenue was only really conspicuous: the museum fell from 90 million euros.
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Gallery: The empty Louvre MuseumPhoto: Martin Bureau / AFP
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Adel Ziane, Director of External Relations at the Louvre, put it this way, new ways of making money should be resorted to, as well as making the most of the Louvre (brand) name. Only retail and distribution of goods can provide a solution.
- Uniqlo began selling a clothing collection decorated with images of monuments in the Louvre on February 4, as a result of a four-year license agreement with the museum.
- The Louvre works not only with a clothing store, but also with a store that sells technical accessories called Casetify. Copies of famous female figures to be seen in the museum (Mona Lisa, Venus of Milo, Freedom Leads the People) were also placed in phone cases, chargers and bottles.
During the pandemic, traffic to the Louvre’s website exploded, but their products could only be sold through a site that had to be shared with other museums (Versailles Castle, Musée d’Orsay). In January, the first stand-alone Louvre webshop was born to avoid competition.
Of course, the film industry couldn’t be left out of the party either, most recently Netflix’s success series, for example, revolved around the walls of the museum. THE Lupin his staff rented out the Louvre for five days, presumably not for two pennies …
In December, for the first time in the museum’s history, an auction was held to convert an amount of 1114 square meters of unused land in the Louvre into an educational studio from the proceeds. The auction sold the works of Pierre Soulages and Jean-Michel Othoniel, as well as a Vacheron Constantin watch (the highest bidder was free to choose a work from the museum, with the exception of the Mona Lisa, which was later reproduced on the dial). A bidder paid eighty thousand euros to watch the Mona Lisa lifted off the wall for the annual inspection. The auction brought more than 2.3 million euros to the kitchen.
(Cover image: A couple walks in front of the Louvre in Paris on November 6, 2020. Photo: Ludovic MARIN / AFP)
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