FITZ & CO, international arts public relations firm, has partnered with premium theme shop Pixel Union to launch the first-ever art world-specific Tumblr theme for museums, galleries, foundations and non-profit cultural institutions. Titled “Readymade,” the theme offers a tailored experience for the art world. The first to adopt the theme include the esteemed Los Angeles County Museum of Art, LA-based non-profit ForYourArt, Lehmann Maupin Gallery, MoMA PS1, Paul Kasmin Gallery, and Philadelphia Museum of Art, creating a new precedent for the art world in the digital media space.

In Tumblr’s six-year history, “Readymade” is the first theme out of over 1,250 currently available to be designed with a specific industry in mind. “Readymade” amplifies art-world content with subtle design features, customization options, and curatorial capabilities, making it easier for users to highlight selected works, exhibitions, and artists.

Annie Werner, Tumblr’s Arts Evangelist, elaborates, “For an industry with rich visual content, the art world is uniquely positioned for Tumblr. We have a vested interest in providing the best platform for people, businesses, and brands in the fine and contemporary art world to share and create content. After months of collaborating with FITZ & CO and Pixel Union to create ‘Readymade,’ it’s exciting to see the final product in use.”

FITZ & CO Social Media Strategist, Susi Kenna comments, “From a strategic marketing and PR 2.0 perspective, having a presence on Tumblr puts the art world in a powerful position to tell dynamic stories with ease. For those seeking a heightened social media presence and engagement with cultural audiences, integrating ‘Readymade’ into your communications strategy will transform a static web presence into a far-reaching, interactive conversation with millions of participants in the art world and beyond.”

Pixel Union’s Creative Director, Liam Sarsfield, describes “Readymade” as the most responsive theme ever built. “It is the perfect gallery. It's a polished, professional space for curation, with limitless organization and more ways to feature content than ever before. Airy, flexible, and refined, ‘Readymade’ is the ultimate art object for art objects.”

“Readymade” is now available for purchase through the Tumblr theme garden. To learn more, view or download the theme please visit: http://www.tumblr.com/theme/37860



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