A collaboration between iconic Italian design brand Seletti and artist Maurizio Cattelan, the Made in Catteland Museum League project sees football team-inspired scarves created for countless contemporary art museums around the world. The unique project follows a pattern of larger institutions making themselves familiar with new audiences by expanding on the experience of the museum with branded merchandise that looks to elevate gift shop pieces so that they are better aligned with the museum's collection.
Currently, the Made in Catteland Museum League project includes scarves from the Whitney and the Brooklyn Museum in New York City, Fondation Beyeler in Basel and the Marian Goodman Gallery. Each scarf has been designed by Maurizio Cattelan and is available through the Made in Catteland online store and from each featured museum's gift shop.
Image Credit: Made in Catteland/Seletti
What's Driving This Trend
- Branded Museum Merchandise
- Opportunity for museums to create unique and elevated merchandise that aligns with their collection and enhances the visitor experience.
- Art-inspired Collaborations
- Opportunity for artists and designers to collaborate on innovative projects that bridge the worlds of art and design.
- Expanding Audience Engagement
- Opportunity for museums to attract new audiences and increase visitor engagement by offering unique and appealing merchandise.
Who This Affects Most
- Museum Retail
- Opportunity for retailers specializing in museum merchandise to curate and sell unique, branded products that appeal to art enthusiasts.
- Fashion and Design
- Opportunity for fashion and design industries to explore collaborations with artists and create art-inspired products.
- Tourism and Hospitality
- Opportunity for tourism and hospitality industries to partner with museums and offer exclusive merchandise that enhances the cultural experience for visitors.
