CONTEMPORARY ART AND ARTWORKS IN LUXE RETAIL ENVIRONMENT Brands: CHAUMET, SWATCH, DOM PERIGNON… Artists: JEFF KOONS, DAMIEN HIRST… Millennials. Experiental retailing. Art & Entertainment.
Art Object: Glass Kelly Hermès Handbag. Keith Edmier, The Kelly Bag (Salmacis), 2015.
Luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury: •
Company’s sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits.
•
The store’s merchandize is artisanal, often produced in collaboration with artists.
•
Objects for sale are displayed alongside actual art, rendering both products equivalent.
•
Employees function as curators, offering guidance and knowledge, as well as goods for sale.
Art partners.
Luxury companies can stimulate art-related activities through supporting artists and funding art foundations, which can ulti- mately favourably affect their profitability. Brands who partner with artists are able to bridge gaps in generations and culture by appealing to a wider audience but without diminishing brand DNA.
CHAUMET & Berlin-based contemporary artist Loris Cecchini Class One, first diving watch. The world of fine watches used to be about the art of movements: tourbillons, chronographs, escapements, what have you – they still are. But there is another movement in the watch industry that’s catching on: ART itself. Pop artists, industrial designers and graffiti artists have all answered the call by luxury watch makers to dress up the timepieces.
DOM PERIGNON & JEFF KOONS Champagne brand Dom PĂŠrignon used its new Instagram page to show off its collaborative project with artist Jeff Koons as a way to reinvent itself and appeal to younger consumers. The limited-edition Balloon Venus bottle and gift box was unveiled at a brand event during New York Fashion Week after a two-year collaboration.
With only 650 created, the Balloon Venus for Dom PĂŠrignon bottle case can be purchased for
$20,000
Ermenegildo Zegna & MAXXI, ROME CONTEMPORARY ART MUSEUM “Working with art makes a brand exciting… We need to have more young people attracted to the brand, so we take the route of social responsibility, the environment and support of the arts,” Gildo Zegna, chief executive officer of the Zegna Group.
Work by Lucy and Jorge Orta at Maxxi, the contemporary art museum in Rome. The exhibition was commissioned by the luxury men's wear label Ermenegildo Zegna, which reaps visibility for the brand while providing the museum with needed funds
EXPERIENTAL RETAILING. ENTERTAINMENT.MILLENIALS*.
"Every generation brings its own trend, its own taste, its own way of living," "The younger generation is more disruptive." Jean-Claude Biver, CEO Tag Heuer, Chairman of luxury watchmaker Hublot.
* Millennial generation (Generation Y, the Millennial Generation, Generation Next, Millennials, Net Generation or Echo Boomers.) born from 1980-2000. This group will take over as the largest generational segment in the luxury consumer market around 2018-2020.
EXPERIENTAL RETAILING. ENTERTAINMENT.MILLENNIALS. . In-store experiences need to have a bigger focus on curation and inspiration. These need to be at a pace that moves as quickly as Millennials , who represent the future of the luxury consumer. These generations see no boundaries. Brand must create massive value to appeal to them – not just in a product or service, but in the engagement as well. Millennials aren’t driven by money or traditional status symbols. They go for a vacation in Ibiza with their buddies or fly to New York City for the weekend. They see the richness in the storytelling of having an experience, rather than buying one expensive item. Luxury no longer refers exclusively to purchases such as handbags or jewelry. Now, it includes higher-price farm-to-table foods and craft beers, as well as pricey experiences such as travel. For instance, Millennials attend the music festival but while non-affluent guests stay in basic tents and use communal showers, affluent Millennials pay more for the VIP experience with a gourmet private chef and golf-cart chauffeur service.
EXPERIENTAL RETAILING. ENTERTAINMENT. EDUCATION. EMOTIONS. ART GALLERIES.
SWATCH & MMOMA POP UP GALLERY (INSIDE SWATCH FLAGSHIP STORE) MOSCOW 13 March -15 April 2015.RUSSIAN CONTEMPORARY ART. EDUCATIONAL SEMINARS, VIDEOS. EXHIBITION.
Бутик Swatch в Столешниковом переулке принимал гостей выставки молодых художников. Для ее проведения два этажа флагмана бренда превратились во временную галерею. Преобразование в центр современной культуры стало возможным благодаря совместному проекту Swatch & MMOMA Pop-Up Gallery: команда музея курировала художественное наполнение пространства, за обновление которого отвечали архитекторы бюро «Новое». Открытие временной галереи Swatch & MMOMA, созданной в рамках празднования 15-летия музея, ознаменовалось стартом вернисажа #Popart. На смену ему придет экспозиция #Streetart, посвященная работам современных уличных художников из разных городов России. Swatch & MMOMA Pop-Up Gallery, где, помимо выставок, целый месяц будут проводиться лекции, кинопоказы и мастер-классы, будет открыта для всех желающих.
14 April 2015. ART & DESIGN ENGLISH. OPEN EDUCATIONAL SEMINAR
VAN CLEEF & ARPELS SUPPORTS EDUCATION IN BRITISH HIGHER SCHOOL OF DESIGN, MOSCOW SHORT COURSE ‘JEWELRY PHOTOGRAPHY’, July 2015.
ARTWORKS IN RETAIL ENVIRONMENT
NEGLINNAYA PLAZA 2-30 June 2015, MOSCOW. 2 ART WORKS OF DAMIEN HIRST FROM PRIVATE COLLECTIONS INSIDE BOUTIQUES.
В пространстве «Галерея Неглинная» собрали современных художников-постмодернистов. Направление выбрано неслучайно: поп-арт — самое дружественное обществу потребления искусство, оно органично смотрится в окружении бутиков. Выставка показывает связь моды и современного искусства: в современном мире произведения искусства выступают в роли брендов, а бренды претендуют на право считаться произведениями искусства. * Дэ́мьен Стивен Хёрст (Damien Hirst) — английский художник, предприниматель, коллекционер произведений искусства. Дэмиен Херст «Череп»: «Первое, что бросается в глаза, когда вы смотрите на череп, – его интенсивное сияние. Это действительно искрящийся, бесконечный свет. И он ни в коем случае не выглядит мертвым» DAMIEN HIRST. SOLD FOR $7,500 Imperial Purple/Oriental Gold Skull, from The Dead portfolio, 2009 Estimate $4,000 - 6,000