Interpreting The Art Play Of Luxury Marketing

HUGO BOSS cooperates with the Guggenheim Foundation to set up awards, Rolex tends to sponsor artists, and BV stores set up art spaces. How to play elegantly, or even skillfully combine art with business effectively, is the key consideration of luxury brands Hermes , Cartier, Bottega Veneta, or LV, Chanel, HUGO BOSS, all come up with their own tricks.

　　 The foundation is favored

Cartier is the ancestor of luxury brand marketing through sponsoring art. The establishment of Cartier Contemporary Art Foundation also led the French government to specially pass a new decree legalizing commercial sponsorship, which has played an unprecedented role in promoting the combination of commerce and art.

In the 1980s, Alain Dominique Perrin, president of Cartier International, with his keen insight, foresaw that modern art would become an important way to convey the aspirations of contemporary society, which led to the idea of sponsoring the development of modern art. At that time, there had never been a similar precedent in France or even Europe, and it was difficult to handle the relevant procedures. Finally, in 1984, the Cartier Foundation of Cartier Contemporary Art Foundation was established, which is committed to finding original modern art works around the world and funding the creation, exchange and display of modern artists, so as to highlight Cartier's innovative spirit and persistent pursuit of art.

The art foundation is located in the center of Paris. Every year, it holds about 5 exhibitions in the exhibition hall of the 14th District of Paris and 2-3 exhibitions abroad. Among the exhibitions they have made, there are not only large-scale thematic exhibitions inviting famous philosophers, scientists and artists to cooperate, but also large-scale solo exhibitions of internationally renowned artists.

As a private foundation, another important work of Cartier Foundation is the collection of contemporary art works, with a total number of about 1000 pieces. In France, apart from the Ministry of Culture and the Pompidou Culture and Art Center, the Cartier Foundation has the largest collection of contemporary art.

In addition to Cartier, a luxury brand that founded its own foundation, cooperation with other foundations is also a way. HUGO BOSS is the latter.

Eighteen years ago, HUGO BOSS and the Guggenheim Foundation jointly launched the HUGO BOSS ART PRICE, which is open to artists of any country, age and media. The academic nature and innovative value of works are the only evaluation criteria of the Guggenheim Foundation. Therefore, controversial works are not uncommon.

However, HUGO BOSS does not collect artworks. At present, the enterprise has not set up an art foundation, but it is also a way of art marketing with the help of cooperative organizations with unique vision and focus on academic art.

　　 Sponsoring artists

When it comes to Rolex's marketing method, many people will associate it with various international sports competitions, which also makes Rolex more masculine. But in fact, Rolex's sponsorship in art has never stopped.

In the 1970s, Rolex promoted a unique cooperative relationship with New Zealand soprano Di Kaneva. Today, this pioneering partnership has laid the foundation for Rolex's expansion in art since then.

In 2002, aiming to find talented young artists around the world, Rolex specially formulated the biennial "Rolex Creative Arts Recommendation Funding Plan", forming an international charity project in the charge of the exclusive team of Rolex headquarters in Geneva.

In the project, Rolex invited art masters in the fields of dance, film, literature, music, drama and visual arts to give independent guidance to talented young artists. Each pair can freely choose the most effective way of communication. Rolex provides each student with a sponsorship fund of 25000 Swiss francs to support their artistic career development. After the end of the guidance period, students who have created new works will receive an additional 25000 Swiss francs to create new works of art.

A few days ago, Rolex announced the list of 2014-2015 tutors of the Creative Arts Recommendation Funding Program. Seven internationally renowned artists will guide seven young artists during this period.

BV is also keen on art marketing, but the way is quite unique. In 2012, Bottega Veneta Yifeng Bund Source Store was opened Bottega Veneta At present, it is the largest specialized store in China.

It has a permanent art space throughout the year, which also makes this special store unique among Bottega Veneta's many stores around the world. This is Bottega Veneta's first attempt to set up an art space in the franchise store to sponsor exhibitions of young artists and other activities.

The practice of using a large amount of space in the store for art exhibitions has further narrowed the distance between brands, customers and art. Bottega Veneta can be said to be a unique way in art marketing.

　　 LV Hermes is keen on handicraft exhibition

Of course, LV and Hermes tie art and business most closely. LV's way is to directly commercialize art, while Hermes presents its own production technology to consumers artistically.

Many luxury brands will also cooperate with artists, even cross-border cooperation. However, the most successful cooperation between LV and Japanese artist Takashi Murakami, under the promotion of Ko Ma, the former art director of LV, the cherry printed handbag designed by Takashi Murakami for LV made a sensation, became the target of rush to buy, and also became a model of cooperation between luxury brands and artists.

Since then, LV has continued to cooperate with artists. The latest silk scarf series is the result of cooperation with several artists, and has carried out a special exhibition for this purpose. Of course, it also includes cooperation with handicraft artists. The previous global tour of "LV Fantasy Zoo" was also quite successful, allowing consumers to see the other side of LV's classic patterns.

Hermes is good at nothing more than handicraft exhibition, which transmits the concept of "master of handicraft art" to consumers by presenting the production process of leather bags, scarves, watches, etc.

　　“ Luxury brand A very important element of dream making is the combination with art and culture. Because it feels more noble, beautiful, distinctive and unique when combined with art, luxury brands will strongly combine with art. " Zhou Ting, president of the Wealth Quality Research Institute, told the Financial Weekly.

In Zhou Ting's opinion, on the one hand, the combination of luxury goods and art is to maintain the height and image of the brand; On the other hand, luxury goods are also looking for certain cooperation elements to commercialize them and become part of its traditional elements. Of course, many foreign luxury owners are art lovers or collectors, which also makes them keen to sponsor art.

"But for more people, there is no special significance. Maybe for consumers, they will think the brand is very high and beautiful. It has produced an effect that makes consumers think it is beautiful," said Zhou Ting.

However, an insider believed that the inheritance constraints abroad also gave artists a certain living space. Because the children of some foreign family businesses cannot inherit the inheritance, they need to inherit the wealth of their parents in other ways, and their funds mostly flow to art, culture, charity and other aspects.