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From April 2 onwards, through December 2010, each Friday from 4–6pm, Pay What You Wish invites visitors to the museum to enter without purchasing a ticket but by making instead a donation in an amount of their own choice, “what you wish”, in support of the museum’s operating expenses. This is practiced already by New York’s major museums, such as MoMA, the Metropolitan Museum of Art, the Guggenheim Museum and the Whitney Museum of American Art. The novelty in Italy of ‘Pay What You Wish’ at the Peggy Guggenheim Collection matches Peggy Guggenheim’s own spirit of generosity and enterprise, and it is supported by Distilleria Nardini.
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