^{This past spring, we had the honor of collaborating with the Toledo Museum of Art (TMA) on the Sankofa Carnival: a digital art experience that showcased a three-part collection of digital works from artists Osinachi and Yusuf Lateef.} 

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This Mojito-powered activation marked TMA’s triumphant first foray into NFTs, where the institution seamlessly adapted to web3 technology, engaging its audience in a narrative about how art can connect people across cultures.

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Now, on the heels of the Sankofa Carnival success, we’ve partnered with TMA once again, this time to present House of Yatreda: an immersive, multi-sensory exhibition by Yatreda ያጥሬዳ, the digital artist collective based between Ethiopia, Kenya, and the United States.

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House of Yatreda — which will also spotlight Ohio-based painter Jordan Buschur — will be open to the public at TMA through November 10. As another exhibition that features a limited-time open edition minted on-demand exclusively at TMA, House of Yatreda is a testament to the melding of physical and digital art, and traditional art institutions adopting cutting-edge initiatives powered by Mojito's invisible web3 technology.

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To check in on how TMA is feeling about the burgeoning new paradigm they've entered into, we spoke with Sophie Ong, the Assistant Director of Strategic Initiatives for the Toledo Museum of Art, and Adam Levine, the President of Edward Drummond and Florence Scott Libbey and Director and CEO of Toledo Museum of Art.

“Our partnership with Mojito has been transformative… a learning experience on many fronts.”
- Sophie Ong, Assistant Director of Strategic Initiatives, Toledo Museum of Art

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‍Mojito: How does the museum go about finding new artists in residence? What are some of the criteria you all look for? 

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‍Adam Levine: Finding new artists in residence is a dynamic process involving active scouting and open calls. We look for artists who not only demonstrate exceptional talent and innovation in their work but also align with the museum’s commitment to diversity, community, innovation, and trust. 

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Criteria include a strong portfolio, a willingness to engage with the community, and an interest in exploring the intersection of physical and digital art. We also prioritize artists who are open to collaboration and who can bring fresh perspectives to our ongoing projects, particularly those that involve emerging technologies like web3.

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‍Mojito: Tell us a bit about this upcoming installation and series of upcoming drops with Yatreda and Jordan. What are you most excited about? 

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‍Sophie Ong: The upcoming installation and series of drops with Yatreda and Jordan represent a thrilling fusion of traditional and digital art forms. Their partnership emerged from a shared interest in the objects that surround us and the collective histories and memories they encapsulate. 

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I'm most excited about how this collaboration will highlight the diverse ways art can be experienced and appreciated in the digital age. This project is not just about the final artworks but about the creation process, merging different artistic traditions, and the new narratives that arise from this collaboration. It’s an exciting step forward for the museum and the artists involved.

Mojito: What brought you and the museum to web3 and emerging technologies? What historic problems are they helping solve for the institution, community, artists in and around your network, the art world at large, etc.? 

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Adam Levine: Our journey into web3 and emerging technologies was driven by a desire to innovate and address longstanding challenges within the art world. Traditional art institutions often struggle with accessibility issues in reaching diverse audiences and providing platforms for underrepresented artists. 

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Web3 offers a decentralized and inclusive framework, allowing us to democratize access to art, empower artists through direct ownership, and engage global audiences in new and meaningful ways. This technology also addresses the challenge of provenance and authenticity in the art market, ensuring that artists and collectors can trace and verify the history of their works with unprecedented accuracy.

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Mojito: Can you tell us a little bit about the journey from the first drop/project you worked on with Mojito up until now? What have been some key learnings, things that took you by surprise, challenges? 

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Sophie Ong: Our partnership with Mojito has been transformative, starting with our first NFT drop in 2023, which was a learning experience on many fronts. Initially, we were navigating uncharted territory, balancing the traditional museum experience with the dynamic and fast-paced world of digital art. Key learnings include the importance of community engagement and education, as we realized early on that many of our visitors needed guidance to fully understand and appreciate the value of NFTs and digital assets. 

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A surprising challenge was how we navigated building a user experience familiar to those already embedded in web3 while creating an accessible interface for new audiences. It required us to be agile, constantly updating our strategies to stay relevant and impactful.

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Mojito: Why is it important for TMA to constantly be experimenting with new tech like web3? Why are you interested in merging physical art and spaces with digital technology and virtual environments?

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Adam Levine: Experimentation with new technologies is essential for TMA to remain relevant and forward-thinking in an increasingly digital world. By embracing web3, we are not only staying ahead of the curve but also expanding the possibilities for how art is created, experienced, and shared. 

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The merging of physical art with digital technology allows us to push the boundaries of artistic expression, creating multi-dimensional experiences that resonate with contemporary audiences. It also opens up new avenues for education and engagement, enabling us to reach a broader and more diverse audience.

Mojito: It's great to see the museum connecting digital artists with local creators who might be less familiar with digital art and web3. Why is that connection important to the museum and yourself?

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Sophie Ong: Connecting digital artists with local creators is crucial because it bridges the gap between traditional and more contemporary art forms. This connection allows us to foster a dialogue between different artistic communities, enriching both. 

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For the museum, it’s about honoring our commitment to inclusivity and education, providing opportunities for all artists, regardless of their familiarity with digital mediums, to explore and engage with new technologies. This initiative helps to demystify web3 for local artists, giving them the tools and confidence to experiment with digital art and NFTs and to form important connections in the web3 space.

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Mojito: Where do you see web3 x art institutions like TMA 5, or 10 years from now? Look into the crystal ball for us.

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Adam Levine: In the next 5 to 10 years, I envision web3 becoming integral to how art institutions operate and engage with the public. Museums like TMA will likely have fully embraced digital assets, with extensive virtual galleries, immersive experiences, and blockchain-based systems for managing collections and exhibitions. 

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Web3 will also facilitate deeper collaborations across the global art community, enabling artists, curators, and audiences to interact in ways that transcend physical boundaries. We'll see a hybrid model where physical and digital art coexist seamlessly, with institutions using web3 to offer personalized and interactive experiences that cater to a wide range of tastes and interests.

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Read more on the House of Yatreda exhibition at ToledoMuseum.org — and learn more about what Mojito can do for your brand here.