It may be perfectly normal for the inhabitants of the United States of America to see art institutions sponsored, but for Europeans such things are still somewhat of a novelty. Or at least to have one’s name displayed on museum walls, and even elevators and staircases, such as these examples of generosity to be found at New York’s NEW MUSEUM (please click on photo above to see the sponsored stairs). It may be something that becomes more of a common sight around the world, especially as the spendthrift new British government has already made noises that art funding should follow the US model. Patronising the art is indeed one of life’s virtues and is highly recommended. However, it is debatable if one should do such anonymously and as a generosity to the world, or really as a way to see one’s name on the side of an elevator.