What is a DAW?

To mark the opening of our much-anticipated exhibition Eternalising Art History, we invite you to join Franco Losi, Founder and CEO of Cinello, in taking a closer look at DAW® (Digital Art Work) and exploring what this technology could offer institutions, as well as collectors.

UL: What is a DAW?

FL: Created in partnership with the museum that houses the original work, DAW® – Digital Art Work: is a digital multiple in 1: 1 scale, in a limited series, certified and not duplicable thanks to a patented technology that guarantees its management. Each DAW® is unique, numbered, authenticated, not reproducible, and respects all the constraints and requirements of the artwork, starting with its uniqueness. With the approval of MiBACT, Cinello has entered into agreements with the most important public and private Italian museums – Monumental Complex of the Pilotta in Parma, Accademia Galleries of Venice, Museum and Real Bosco di Capodimonte, Uffizi Galleries, Brera Art Gallery, Veneranda Biblioteca Ambrosiana, Palazzo Pretorio di Prato Museum, Monte Foundation dei Paschi di Siena – who have authorized the reproduction of a wide selection of their most famous masterpieces.

UL: What is it comprised of?

FL: When you acquire a DAW® you also receive a small computer such as a Raspberry Pi that holds the Image file, wallet address and private key of the customer. Along with that comes a screen that is used to connect to the Rpi computer and display the image. The screen and Raspberry Pi are connected using an encrypted key and a different screen may not be connected to the device without regenerating this key with the help of Cinello. We also provide a smartphone application that combines all of these elements together. Accompanying the DAW® is a digital and physical Certificate of Authenticity signed by the museums’ directors as well as Cinello. Finally, the screens come bordered by perfect replicas of the original frames, each one handcrafted in Tuscany.

UL: How is this technology different or better?

FL: Basically we have developed a patent that makes the file of the work we reproduce unique. We too rely on the blockchain to register an NFT as an archive, but let’s say that compared to the technology that is so fashionable we have taken a step further. Working with the greatest masterpieces of art history, through numbered and certified digital editions, I believe we have succeeded in finding a way to put digital at the service of museums, to increase and not waste value.

UL: How does DAW challenge the traditional ways in which people view, experience and collect art?

FL: As Italy retains a very important portion of the world’s artistic heritage, out of habit we sometimes tend to take it for granted, but it’s not at all. Our goal is to be able to give access to these masterpieces to everyone in the world, with the most impossible exhibitions ever made and with zero impact, totally green and respectful of the environment. In addition to creating a new ecosystem of collecting that can generate revenues for partner museums.