Art can be understood as an inherent trait of human behavior, that is present in many aspects of human life, and which has the extraordinary ability to generate great positive impacts on the lives of communities and individuals. This thesis studies the possibility of a territory to self-improve through the artistic expression of its people and projects an innovative business model that takes the form of a startup for its implementation. To be more precise, the idea is to develop a profitable business model that generates public awareness through local art and that at the same time allows emerging local artists to reach new audiences, showcase their work, and potentially get access to new professional opportunities.