![]() ![]() Knowledge of art gives you that “ intellectual high ground”. With their undeniable star power, names like these have the ability to make art cool again.The art world and luxury brands entering the artistic sphere affirm their distinctive connoisseurship and emphasize their belonging to the elitist network. And I think they could do better, taking on the role of disruptors and innovators – using their commercial brand power to bring more people to art. These brands are pioneers when it comes to fashion trends, but they still play a bit too safe when it comes to their foundations. It’s a brilliant concept – but why not have something that engages adults just as much? At the moment it is hard to see that these forays into the art world are about anything more than merely enhancing their own brand. Prada has a great programme for children ( Accademia Dei Bambini) where experts of specific fields – math and physics, for example – give lectures explaining difficult ideas to children using art. It all sounds good, but in reality it’s very old-fashioned and traditional and flies in the face of many museums and galleries which are trying new things to engage the public with art. ![]() To what extent are these foundations actually doing this? The Prada Foundation’s mission says it aims for “an attitude of openness and invitation” and to “find new ways for sharing ideas”. Art can be therapeutic for people with mental health problems and it can help people from diverse communities find common bonds. Art can help teenagers understand what they are are feeling. Art can help to create a sense of community, it can help lonely people find a purpose and a group to share their ideas with. Mission? Or money?īut are either of these – essentially two sides of the same commercially centred idea – actually fulfilling any of art’s core functions? Art is a such a powerful tool for good. From creative and editorial collaborations with artists like Salvador Dali, Cindy Sherman, Ed Ruscha and Takashi Murakami, to brand and creative directors increasingly drawing on trends and philosophy of art in their work. Course leader Federica Carlotto said:Īrt and luxury have a long history of influencing each other to create timeless, aspirational experiences. At the same time the Sotheby’s Institute of Art in London launched “Art of Luxury”, a 15-week immersive introduction to the global industry of luxury goods and services. In the spring of 2017, London-based auction house Sotheby’s launched a luxury and lifestyle division that focuses on jewels, watches, cars, wine and fashion. This crossover is working the other way as well. It appears that these companies are moving their brand image from that of the ephemeral – producing clothing and accessories and interpreting style and trends – to a more something altogether more permanent and important: that of cultural definers. You could almost draw comparisons with the the Medici family in renaissance Florence – the two luxury fashion houses clearly understand the enormous power that art, and culture in general, can wield in a commercial and even political context. “ Inside the Horizon”, is a site-specific work by Icelandic-Danish artist Olafur Eliasson on display at Fondation Louis Vuitton. The brand has also commissioned and produced pieces by artists such as Anish Kapoor and Thomas Demand, while, pieces such as “Nu bleu aux bas verts” by Henri Matisse and “ Ladies and Gentlemen” by Andy Warhol are part of Fondation Louis Vuitton’s private collection.Īs well as investing in art and holding exhibitions of established artists, both foundations are commissioning new work. Prada’s private collection contains pieces by Jeff Koons and William N. ![]()
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