Ben Rickert

Date of Award

2023

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Fanny Lakoubay

Second Advisor

Brendan Burns

Abstract

Increasingly in the last 5 years, businesses have adapted the use of QR codes as an alternative to traditional methods of operation. In light of the pandemic, many businesses in the restaurant industry for example, relied heavily on the use of QR codes as a substitute to physical menus. This was beneficial not only to combat the spread of germs, but also to collect consumer data that wasn’t possible with the prior use of menus. Similarly, QR codes were seen used in the art industry as a way to relay information previously done so by handouts and tear sheets. Museums began to incorporate QR codes in the wall labels for artwork so that they can prevent visitors crowding together while trying to read the fine print next to a painting. All in all, the upsides of QR codes mainly impact the business, as opposed to the consumer that is forced to use them. In fact, to most consumers QR codes aren’t the preferred method of interacting with a business. Scanning a code is a hassle and can be problematic more times than not. Therefore, in order to make both sides of the equation happy, businesses need to stray away
from QR codes and adapt another method of relaying or collecting information. Luckily with the rise of NFC technology, commonly used at payment terminals for tap-to-pay features, there might be the solution that both businesses and consumers are looking for.Near-field communication (NFC) differs from QR codes because it eliminates the need to scan the code, the step that requires the most focus and causes the most issues. By operating with magnetic field induction, NFC tags allow for information to be transferred with the simple tap of a smartphone. This instant access to information has clear benefits, especially in collection management sector of the art world. Collection management systems are used to do just that, manage the information of an art collection for a collector, much like a wealth advisor will manage a clients portfolio. The combination of NFC and collection management can yield an improved collector experience by allowing for instant access to information, thus ushering in the next generation of collection management systems. ART.ID is an art collection management platform that uses NFC technology to completely digitize the process and grant collectors the ability to interact with their artwork. Collecting with ART.ID will allow users to easily manage their art, receive insights on market and artists trends, and have all their collection’s information in the palm of their hand with just a tap of a smartphone. A feature that creates ‘digital wall labels’ and codes NFC tags to then be affixed to the back of an artwork will allow the owner of a collection to ‘tap-to-learn’ about their art instantly. Targeted to any type of art collector, ART.ID aims to simplify art management while offering the newest technology to make collecting easier.Broken into two phases, ART.ID will first conduct research on the best practices for a young technology in the art industry by offering ‘digital wall labels’ to galleries as an alternative to QR codes. Through Phase 1, the CEO and CTO will gauge the needs of a collector and how
NFC can properly benefit them. The evolution of ART.ID into a collection management platform will be in Phase 2. Creating an ideal platform for a collector to manage their art with the added benefits of ‘digital wall labels’ and increased access to information.

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