Brand Guggenheim
What’s the world coming to when the Guggenheim starts selling the rights to its name? Yes this icon of the visual arts world is stitching up deals left, right and centre, and the end result will see the name Guggenheim attached to a range of home furnishings, jewelry and eyewear products. What’s more the museum expects to earn at least $500,000 in royalties from that deal, which it will use for its education program. Money for a name? What has the arts world come to?
