Domains were registered by tech companies, luxury brands, and cultural organizations; some early registrations were purchased by Apple, Instagram, Kickstarter, and Rolex, along with the Louvre, Tate, the Centre Pompidou, the Art Institute of Chicago, and the Guggenheim.[1][5] .art domain names can be assigned directly to artworks (rather than to institutions or individuals). This new service is called «Digital Twin».