Feature image credit: interiormonologue.com/the-floral-creations-of-azuma-makoto
A colourful creative start for 2023: a contemporary picture essay in which we cast our eye on what’s happening in the fine art world.
Why? Because the relationship between luxury brands and art has always been important – and it’s occasionally good to remind ourselves of it.
As Sotheby’s says: “Art and luxury have a long history of influencing each other to create timeless, aspirational experiences. 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.”
Recently the blurring of the worlds of fine art and luxury brand marketing has steadily increased, as high-end consumers demonstrate as much of an interest in art as in luxury brands and lifestyles.
We also see it in our work with the NFT world, the metaverse and the accompanying debate about art.
Art and luxury cross-pollination is wide-ranging, from branded spaces at art fairs (Prada Double Club at Miami Art Basel 2017) to brand-hosted art exhibitions (Victoria Beckham’s in-store collaboration with Sotheby’s ahead of its Old Masters sale this summer) and the establishment of museums by luxury fashion houses (Fondazione Prada, Fondation Cartier, Fondation Louis Vuitton, to name a few).
So this is timely:
The Apollo 2022 Artist shortlist
Now in their 30th year, the Apollo Awards celebrate major achievements in the art and museum worlds, commending remarkable work by individuals and institutions in both historical and contemporary fields. We have selected some examples of the work of the six shortlisted artists:
(for image credits please see below links)
The art of understanding luxury brand consumers
Anew are a London-based luxury brand agency who help companies - such as Bombardier Private Aviation, Universal Music, Hatch Mansfield and Boodles luxury jewellers - increase brand profitability through sharper insights, distinctive propositions, creative ideas and faultless execution.
Whether it’s insight from market research, strategic brand thinking, a new branding name, logo design, messaging, online and offline content or website development, we are here to help all ambitious brands of excellence.
We are particularly adept at working directly with luxury brands, business owners, start-ups and entrepreneurs who are committed to sustainability, outstanding quality and craft.
You can read more about us here
Drop us an email. We'd be delighted to meet for a coffee, either face-to-face or virtually to discuss your brief.