Norman Rockwell (1894-1978), Going and Coming, 1947. Cover illustration for The Saturday Evening Post, August 30, 1947. From the collection of Norman Rockwell Museum. © 1947

Norman Rockwell Museum & Family Release Never-Before-Published-Works As NFTs

BY Andrew Rossow

October 19, 2023

The Norman Rockwell Museum and the Norman Rockwell family estate announced that they will be launching their first-ever NFT collection on November 1, celebrating the legacy of the late painter.

Rockwell, who was best known for portraying exquisite works that reflect the United States culture, passed away on November 8, 1978, at the age of 84. He gained immense popularity and later critical acclaim for his distinctive depictions of everyday life in twentieth-century America. His ability to capture the essence of American culture in his artwork solidified his status as an iconic figure in the world of American art.

“We see our entry into the world of digital editions as a new way to carry forward and deepen our crucial cultural work to preserve, present, and champion Norman Rockwell and illustration art,” Norton Moffatt, director of the Rockwell Museum, said in a statement. “This project advances our commitment to meaningful and artistically rich innovation.”

“This project advances our commitment to meaningful and artistically rich innovation.”

Norton Moffatt, director of the Rockwell Museum

“Studio Sessions”

The multi-part NFT series, “Studio Sessions: The Norman Rockwell Collection,” was produced in collaboration with Iconic, a digital platform that specializes in assisting traditional art institutions to embrace emerging technologies such as NFTs. Iconic previously collaborated with the Jackson Pollock Studio to release a successful collection of NFTs on the Ethereum network earlier this year.

The digital art collection will offer collectors a rare glimpse into the artist’s creative process, featuring thousands of preliminary sketches, photographs, drawings, and painted color studies that influenced Rockwell’s iconic paintings – all from his personal archives. Each “Session” within the series will revolve around a specific celebrated Rockwell artwork, and every NFT purchase will include a corresponding limited-edition, museum-quality print.

While the specific artworks included in “Studio Sessions” have yet to be disclosed, the project has generated significant anticipation within the art community. 

The NFTs will be made available for purchase through credit card transactions or Ethereum payments, with pricing details set to be revealed closer to the release date.

The proceeds from this NFT collection will be directed toward advancing the core missions of the Norman Rockwell Museum, which include continuing to ensure public access to Rockwell’s artistic works while also preserving and administering his extensive body of work so that a new generation of illustrators can rise up. 

Editor’s note: This article was written by an nft now staff member in collaboration with OpenAI’s GPT-4.

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