The Combination Of Luxury Brands And Art Will Become The Trend Of Luxury Development In The Future.

Dior spirit Exhibition

Luxury goods are not regarded as art, full of worldly money worship, but art is often regarded as sacred and cannot be measured in terms of money. However, with the transformation of art form and territory, the pioneers began to break the boundaries between fashion and art. Luxury brands also gradually realize the tremendous influence and impetus brought by art for business. Therefore, the combination of the two is becoming more and more closely related.

In September 13, 2013, the exhibition of "Dior spirit" was launched at the Museum of contemporary art in Shanghai. This is the Museum of contemporary art in Shanghai, once it was established last year, once again accepted luxury brands to open exhibitions in the art museum. But Dior is not the first luxury brand in state-level public art galleries. As early as 2009, the the Imperial Palace Museum of Beijing had co hosted the Cartire jewelry exhibition with Cartire. In 2011, Louis Weedon's luggage exhibition was stationed in National Museum.

Exhibitions in galleries are the favorite forms of luxury in recent years. Despite the constant controversy among the public, the relationship between museums and luxury brands is becoming more and more closely related. Hermes's scarf exhibition was held in Shanghai Museum of art in September 2007 and at the Museum of art in Beijing in March 2008. For the first time, Chinese painter Ding Yi was invited to design silk scarves to illustrate the collision and integration of Western luxury and oriental traditional rhythms. Director Li Yu and dancer Huang Doudou also collaborated on the silk titled art video "if". Ding Yi designed a silk scarf called "Chinese rhyme", which became the first silk scarf designed by Chinese artists. With this round of excitement, Hermes launched a limited edition silk scarf called "Chinese elements", which was only sold in the newly opened stores in China in 2007. In the early 2006, "Giorgio Armani George Armani30 retrospective exhibition" entered the Shanghai art gallery. In 2001, the China Central Academy of Fine Arts Museum held the PRADA China debut. clothing In May, the exhibition of Louis Weedon's art time and space was stationed in the National Museum. In November, the Chinese art gallery continued its "cultural Chanel" art exhibition.

In addition to exhibitions, luxury brands often call the establishment of the art awards. MontBlanc (Montblanc) and Martell (Martell) are both veterans. In 1992, MontBlanc set up the MontBlanc international art sponsorship award. Since 2002, MontBlanc has set up a special art award for Chinese artists. The winners include young film director Zhang Yang, famous photographer Gu Changwei, conductor Yu Long and young violinist Lv Siqing. In addition, MontBlanc also has the "International Youth Artist Award" and "young director award".

In the Cognac world, Martell, who emphasizes art, also chooses the title Art Award to be a stepping stone to open the Chinese market. In 2004, "Martell extraordinary art figure" was launched. Artists such as oil painter Liu Ye, concept photographer Hong Lei, 3D installation artist Xia Xiaowan, oil painter Zeng Hao, space artist Shi Hui, and concept photographer Miu Xiaochun have won this award. By the name of the Art Award, these brands easily occupy the layout of the major media and quickly accumulate high reputation. Worthy of the shortcut to enhance brand influence.

And Rolex (Rolex) is actually funding young artists' low-key practices, and is also consistent with its robust brand appeal. Rolex mostly sponsors sports and adventure activities, but in 2002, the Rolex innovation recommendation scheme, which is dedicated to the everlasting preservation of the world's art heritage, began offering biennial opportunities for nameless talented young people. Rolex invites the masters of visual arts, dance, drama, music, film and literature to select "students" from different countries and send them to study under their doors, and stipulates that the time for art tutors and students to stay together is not less than 6 weeks. Each student will receive 25 thousand dollars and other subsidies during the 1 year guidance period. After the end of the guidance period, an additional 25 thousand dollars will be added to create or publish new works and participate in the performance. After that, Rolex continued to keep in touch with every student and follow up their career trends. The sponsorship program now covers more than 40 countries and regions. {page_break}

Murakami Takashi and Louis Weedon jointly launched

As art becomes more and more close to life today, artists often create creative designs for luxury brands. Ding Yi, a contemporary Chinese artist, was invited to design silk scarves called "Chinese rhymes" for Hermes. Cai Guoqiang and Japan are famous. Designer Lssey Miyake co operates "explosive fashion". Murakami Takashi designs a world-renowned cherry bag for Louis Weedon, and contemporary ink artist Lan Zhenghui and famous dancer Huang Doudou cooperate with "Dream Road" to help BMW's product exhibition.

Among them, the cooperation between Louis Weedon and Murakami Takashi can be regarded as a model of cooperation between artists and luxury brands. In 2000, Marco Jakob, director of LV design, had a unique eye. After knowing Murakami Takashi, he had noticed his new popular style. Marco hopes that Haruki can make LV's Totem Monogram start a new image. After continuous communication, Murakami Taka added flower design to the original letter pattern of LV bag. In 2003, nickname Cherry Blossom bag's "Cherry Blossom" was born.

Cherry Blossom used dozens of bright colors to replace the traditional three color printing before, so that the traditional impression of original elegance and elegance became young and colorful. The limited sale of the "Eye Love Monogram" series uses classic cute eyes. For this series, Murakami Takashi also specially designed new windows and animated "SuperFlat Monogram" for LV. In the window and animation content, lovable people seem to fall into a fairy tale world full of imagination. Cherry blossoms have left many women in a frenzy. According to the New York Times, they even set up hundreds of millions of dollars in LV for Louis Weedon.

The success of cooperation with Murakami Takashi made Louis Weedon have a special liking for cartoon style Japanese artists. In 2012, Louis Weedon and Murakami Takashi compatriots, with the "Queen of dots", collaborated with a series of Japanese contemporary artists Kusama Yayoi, Louis Weedon's classic leather goods and garments. shoes Shoes, accessories, watches and jewels are all made up of weeds with dots. In addition, Louis Weedon also sponsored the retrospective exhibition of the grass growing in the world. This is a win-win thing. Louis Weedon, Marc Jacobs, director of design, said: "this cooperation will also increase the weeds and the audience of modern art. This is also the goal Louis Weedon has always pursued."

Artists and fashion collusion business behavior has been openly and repeatedly tested. The luxury has won, and the art circle has won. Not only artists, but also galleries and auction houses have enjoyed huge profits. Before the financial crisis, Murakami Takashi and Prince were the favorite of the art auction market.