YOW App Lets Collectors Borrow Art Before Buying

YOW – Your Own Wall is a new app developed by Metronom with support from the INCREDIBOL 2020 Bologna grant. It allows users to borrow artworks for free for a limited time, display them in their own spaces, and decide later whether to return or purchase them. The platform targets art enthusiasts, curators, collectors, exhibition spaces, and artists. It is designed to complement, not compete with, traditional sales channels. The app is available on iOS, Android, and via desktop browser. The project emerged from reflections on pandemic-driven changes in the contemporary art world. A dedicated editorial team coordinates content. Any location can become an exhibition space; the key is proximity to the work and network building. Artists, galleries, and collections must offer works for the special loan system. YOW is based at Metronom, via Carteria 10, Modena.