Date of Award

2025

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

Lawrence Motz

Second Advisor

Brendan Burns

Abstract

In today’s interconnected world, the demand for meaningful art and cultural experiences is growing rapidly. Yet, a significant gap persists between seasoned art enthusiasts, who are deeply embedded in the art world, and newcomers, who often find themselves overwhelmed by its complexity. This divide poses a challenge for companies striving to create immersive, customized experiences that cater to both audiences. Successfully addressing this challenge requires a solution that meets the distinct needs of these diverse groups without alienating one or diluting the experience for the other. Artpath was developed to bridge this gap by transforming how users engage with art within a city. Through an intuitive and interactive interface, Artpath empowers individuals to become their own art guides. By offering features such as tailored itineraries, location-based recommendations, and user-generated rankings, the platform enables users to seamlessly explore and share their art experiences. These tools allow Artpath to create curated journeys that resonate with seasoned art connoisseurs while remaining accessible to curious newcomers. Ultimately, Artpath fosters a deeper connection to art by encouraging users to explore their surroundings with the insights of a local—uncovering unique finds and celebrated landmarks alike. The exclusivity of the art world often leaves many platforms unable to effectively cater to both casual explorers and art aficionados. Artpath eliminates this divide by seamlessly engaging both ends of the spectrum. Its user-generated ranking system enables individuals to evaluate and discover art through relatable categories, such as “renowned landmarks,” “overrated spots,” or “personal treasures,” with personalized recommendations based on user preferences and real-time location. Additionally, the platform leverages social connectivity to enhance 2 community engagement, allowing users to interact with each other’s experiences and create a dynamic, art-centric ecosystem. Operating within a specialized yet expansive market, Artpath balances the needs of newcomers eager to explore the art world with those of seasoned collectors and enthusiasts. Targeting this broad yet focused audience requires careful navigation to broaden the user base while preserving the brand’s appeal. By tapping into trends in cultural tourism and digital personalization, Artpath is uniquely positioned to capture a growing market segment that seeks enriched and accessible art experiences. Artpath’s ultimate goal is simple: to make art exploration effortless, personal, and enriching. By removing the barriers of traditional guided tours, the platform allows users to experience art as locals would, no matter where they are. Whether it’s uncovering hidden treasures in Rome, tracing iconic landmarks in New York, or discovering new creative hubs, Artpath helps users navigate the art world in a way that feels personal and fulfilling. As this proposal delves further into the challenges and opportunities ahead, we will address potential obstacles and outline the strategies that will enable Artpath to achieve its vision of redefining how people connect with art.

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