Is The CHANEL Exhibition Coming To Shanghai? Is It A Utopia Of Luxury Industry?

Next week, CHANEL's "walk into Chanel" exhibition will be held at the West Bank Art Center in Shanghai. It is also the fourth stop after London, Seoul and Hongkong.

It is reported that this exhibition will display the Karl Lagerfeld reinterpretation of the advanced custom clothes, the 1921 coming out of Chanel N degrees 5 perfume, and the Chanel diamond's only diamond jewelry series "Bijoux deDiamants", which is the prototype of the 1932 edition, will be presented to this exhibition.

In the past year, Gucci, LouisVuitton and Prada have come to China, and they have become the "open places" for fashion lovers. The exhibition of Louis Weedon, which was launched in November 16th last year, has been on display for 78 days at the Shanghai Exhibition Center, and has received 270 thousand viewers. This exhibition, designed by OlivierSaillard, a famous fashion curator, directly cuts into the history of brand. The process of light collection of nearly 1000 exhibits takes more than a year. Its specifications are all museum level, whether it is exhibition and collection, or manpower and material resources invested. It also enables LV fans to have a deeper understanding of the history of the brand, and for those who are not familiar with the brand, this is like a brand education.

After seeing the exhibition, you can get a LouisVuitton canvas bag whenever you want to spend any time in the temporary store. Most guests will choose a travel book. As a matter of fact, Louis Weedon's book of travels brings in excellent artists, such as Myers Hyman, famous cartoonist, lonely gourmet artist Taniguchi Jiro, Chinese artist Li Kunwu, who contributed to the New York Times and New York guest. Louis Weedon skillfully passed the "flying, sailing, travel" culture of brand continuity, and it is just the handbag, clothing, the most vulnerable to consumers ignored part of the spanport to every audience.

Gucci is also quite active in the domestic exhibition. In 2015, the brand director Alessandro Michele and the British fashion magazine "LOVE" founder KatieGrand co sponsored the "past / unexpected" (No Longer /NotYet) crossover art exhibition at the Shanghai people's livelihood gallery. The two curators interpreted the unique understanding of "contemporary" and "fashion" in AlessandroMichele's mind from a new perspective. With art as the medium, audiences can enter their rich inner world. The exhibition has been an unprecedented sensation. Gucci has used a completely new way to link brands and consumers in the exhibition space.

In 2017, "curator Mi Kai Li" let art lovers discuss the theme of "obsessed with love".

Last year, The Artist isPresent, in collaboration with Italy artist MaurizioCattelan, explored the originality of the original works, how they could be preserved through reproductions and the originality in the industrial reproduction age. In the ratio of 1:6 to the Vatican Sistine Chapel, which the Catholics saw as a sacred proportion, MaurizioCattelan said: "copying is like blasphemy: it can be regarded as disrespectful to God, but it is also a solemn confirmation of its existence." It is precisely because of this unique space that more viewers "approach" the Sistine Chapel and feel the culture of Italy.

So the question is, from a commercial point of view, what is the main purpose of the luxury brand exhibition?

We all know that many times the exhibition has the role of "auxiliary narration" for product sales, so that consumers can not only buy a product, but also a story, which gives them a sense of substitution and thus has an emotional connection with the product.

Many times the exhibition of luxury brands is not necessarily linked directly to the product itself. Like Prada in Shanghai's Centennial mansion, the exhibition of "What Was I", which was planned by artist GoshkaMacuga, was held at the residence of the centenary of the century. In the universe of the late world of fictional Macuga, the robot made by Macuga and made by ALab in Japan occupied the room of this historical building. It also displayed his personal art collection and articles: 25 Works of art selected from Prada collection, including several masterpieces of Italy art from 1958 to 1993, and three recent "discrete models" collage works of Macuga.

At the same time, these works create a family environment and private residence, where robots can create their future "existence". Prada Foundation's exploration and support for art has never ceased, and this continuous work has added unique artistic quality to the Prada brand. Although the exhibition has not been related to the brand product itself, it has endowed the whole brand with many avant-garde artistic flavour. This coincides with the creation of MiucciaPrada.

Although luxury consumption is directly linked to money, it can not erase the huge contributions made by the brand in the arts and culture. Commercial profits, of course, are the targets of luxury brands, but the pursuit of the ultimate process should not be ignored. This is precisely the core of the narrative.

A bottle of perfume is never just a bottle of perfume, from its raw materials to processing, and exquisite bottles, many times is the luxury industry's pursuit of perfect refraction, and today these luxury goods began to open the door, with a delicate exhibition to show these stories behind, for the audience, it is also a good way to approach a delicate lifestyle.

The art exhibition is a perfect combination of luxury brands. LVMH Group Chairman Bernard Arnault once said: "art promotes taste; taste promotes consumption." Whether from the perspective of brand history or long-term business, luxury brand crossover art exhibition is a win-win way. Art has added cultural capital to luxury brands, while luxury brands have expanded new audiences for long-term development.