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Andy Warhol
The Andy Warhol brand continues to redefine creativity and innovation in 2024, solidifying its status as a global cultural force. This year’s groundbreaking collaborations with ABSOLUT vodka and KAWS at Uniqlo seamlessly fused Warhol’s iconic pop art with contemporary trends, creating exclusive, limited-edition collections that captivated diverse audiences worldwide. Our innovative AI artist collaboration with the ABSOLUT Warhol promotion revitalized Warhol’s legacy, driving a 30% surge in brand engagement across social media. Meanwhile, Warhol merchandise at diverse channels like Uniqlo and Dover Street Market sold out within weeks after launch. By blending heritage with innovation, Warhol’s influence reached new generations, proving that art can be both timeless and accessible. Through immersive collaborations and cutting-edge marketing, we transformed the Andy Warhol brand into a dynamic, community-driven movement, making it a standout contender for Best Art, Design, or Museum Brand.
Jean-Michel Basquiat (Artestar)
2024 saw Jean-Michel Basquiat’s licensing programs propel him even further into the fabric of contemporary popular culture. In 2024, the Estate of Jean-Michel Basquiat launched hundreds of unique products across over 40 licensing programs with a diverse array of brands across the world. In addition to programs with accessible global brands H&M, Uniqlo, Primark, and Crocs, other fashion-forward trend-driving brands Wacko Maria, Maharishi, and Basketcase Gallery all released Basquiat-inspired collections that sold extremely well. Most notably, some of the most creative and exciting licensing programs the Estate has ever engaged in were launched in 2024, including a three-way collaboration with H&M and Who Decides War that sold out within hours and received praise in dozens of the world’s top fashion and culture publications; a partnership with the world’s leading champagne brand Dom Perignon, including a star-studded activation and global distribution; and an album cover forThe Weeknd, of which the initial Instagram post received
almost a million likes.
Keith Haring (Artestar)
Keith Haring significantly grew the reach of his important messages and iconic artwork in 2024 through his ever-evolving licensing programs. In 2024 alone, the Keith Haring Studio launched hundreds of unique products across more than 50 licensing partnerships with an extremely diverse array of brands and product categories. In addition to partnerships with large, globally accessible brands such as H&M, Uniqlo, Primark, and Crocs, the Haring Studio engaged in several particularly innovative projects—including the first-ever licensing usage of Haring’s iconic mural at The Gay Center in NYC for special-edition perfumes and activations at over a dozen Pride parades worldwide in partnership with fashion brand Jean Paul Gaultier, a partnership with Swatch that incorporated Haring’s original designs for Swatch from the 1980s as well as IRL breakdancing activations in dozens of cities worldwide, a partnership with Coca-Cola with pop-ups inside hundreds of Uniqlo stores worldwide, as well as high-profile snowboarding and golf collections with industry leaders 686 and Malbon, respectively—just to name a few.
The Metropolitan Museum of Art (Beanstalk)
The Met is one of the most important cultural institutions in the world, representing over 5,000 years of art from around the world and attracting over five million visitors each year. The Met’s dynamic licensing program consists of over 75 active licensees globally, connecting the Museum’s 1.5 million works of art into the daily lives of consumers. Luxury home décor collaborations include Eichholtz furniture, Ann Gish bedding, homewares with Anthropologie and, most recently, Sedar rugs in the Middle East. Engaging with leading brands across fashion and accessories such as PacSun apparel, Sprayground backpacks, and Lele Sadoughi accessories allows younger generations to express their love of art in a modern and wearable way. In China, The Met’s Starbucks collaboration blends beloved works by Matisse with contemporary consumer culture in an unexpected way. Since its inception, The Met’s licensing program continues to see exponential growth.
The Museum of Modern Art
The Museum of Modern Art in New York City is a global leader in modern and contemporary art, welcoming millions of visitors and boasting the largest digital footprint of any museum. MoMA’s licensing strategy focuses on long-term partnerships with top brands like Uniqlo, Samsung, Nike, LEGO, Bodum, and Swatch, extending its mission to engage people with modern art worldwide. In 2024, MoMA launched a collection of 27 artworks on Samsung Frame TV, showcasing the museum’s collection to a global audience. MoMA’s over 10-year collaboration with Uniqlo continued with MoMA Art Icons, creating designs that reached over 2,400 Uniqlo stores. Nike and MoMA entered into a multi-year licensing and retail partnership, and the 2024 launch included a co-branded collection of MoMA Nike Everyday Socks. MoMA Design Store Japan and Hong Kong remain thriving international retail concepts, while ongoing partnerships with LEGO and Swatch continue to reach global audiences and drive revenue.
New York Botanical Garden (Jewel Branding & Licensing)
NYBG brand partners join in the mission to help people discover beauty, knowledge, and wellbeing in the natural world. The licensing program, enriched by NYBG’s extraordinary heritage, beautiful living collections, and one-of-a-kind archival botanical artwork collection, offers a unique opportunity to align with NYBG in supporting their mission to educate, study, and preserve nature. This flourishing program continues to experience significant growth globally, with its most successful year in 2024. In the U.S., there was significant growth with high-profile fashion collabs, first with Kith for menswear and kids apparel followed by an Earth Day apparel launch with Madewell. The program bloomed in Asia with multiple apparel and accessory programs in Japan and Korea, including an adorable partnership with Kangol Kids. Other exciting launches included NYBG orchids, a new tea collection with Tea Forte, and stationery and calendars with Penguin Random House and Rizzoli. Products are complemented by cause-related messaging.
V&A
2024 has been another year of growth for the V&A’s licensing program, now with 85 licensees globally. All profits are covenanted to the museum to support its mission of powering creativity. Sixty-five new ranges launched and eight new licensees joined the program, proving the brand’s ongoing appeal and reach across multiple markets, categories, and territories. The museum saw strong growth internationally, with 32 launches in East Asia, including a capsule luggage collection with Samsonite. Interiors is a key category globally for the V&A, with 25 ranges launched. The V&A brand increased its presence on the high street with its recent collaboration with lifestyle brand Oliver Bonas, working with Meller Designs to create a 10-piece V&A jewellery collection. Following a successful launch with excellent sales, repeat buys were executed pre-Christmas.
