Iconic is a global pioneer in expanding the reach of cultural institutions and the arts.  Founded nine years ago, Iconic began as Pass It Down, a digital storytelling platform that helped bring stories to life.

Iconic was conceived at the intersection of culture and emerging technologies during a period of global change. As the COVID-19 pandemic unfolded, the traditional means for appreciating and preserving art and cultural heritage were drastically disrupted. Recognizing the challenges facing cultural institutions worldwide, Iconic was formed to create digital solutions that could safeguard our shared cultural heritage and create sustainability for the cultural industry at-large.  

At the core of Iconic’s mission is our belief in the power of storytelling and in connecting global audiences through a digital first methodology. We provide a platform and program that enables organizations to expand their reach, interacting with a global audience without physical or geographic constraints.

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