What does one find at www.amazon.art? All Amazon products related to art: books, drawing materials, paintings, funky socks. This is Amazon’s way of saying that their range of products related to the arts and crafts is so big that it deserves a separate domain name, although it is still placed as a subcategory of their .com website. Neat trick! That way you can choose a section of your existing website (online shop, new projects) to highlight for marketing purposes and print. In a similar way, Bank of America is marketing their art conservation projects through www.bofa.art, which redirects to a section on their main .com website dedicated to it. In this simple way the organisation is showing that this is not part of their com(mercial) activity, but rather something they do with a different motivation and reasoning. If you are a business organisation involved in charity, social or cultural activities, a .ART domain will be a simple marketing tool to attract attention to and show a different side of your business.