At last week’s Art Basel Hong Kong, more than ever before, revealed that the line between art and luxury is blurring. As the ultimate luxury item, art has long been a way for labels that produce handbags, jewelry, and clothes to transcend their commercialism through sponsorship and collaborations, reaching prospective customers on a higher level than can be achieved in a retail setting.
This is especially true in China. Thanks to its role as a critical global market for both art and luxury goods, China has become a key location where brands are using museums, galleries, and fairs like Art Basel to reach a young, affluent audience.
“This contemporary art culture is for the new generation, for Generation Z, for the Millennials,” said Adrian Cheng, founder of the K11, known for its art-infused shopping malls. “As China is getting wealthier, people need to have more cultural identity. We are proud of our own country and think contemporary Chinese culture is very important—not just art, but design, architecture, and furniture. Young generations want to be part of this new cultural identity that represents the new China; they want to grow with it, and also hopefully make it an international thing as well.”
Traditional players in the art market are heading the other way. For example, noting the interest among China’s “art-lennials” generation in combining luxury and art, the leading auction house Sotheby’s is transforming itself into a premier global luxury platform. As a part of its ongoing efforts, Sotheby’s partnered with influencers and pop personalities, such as K-pop star T.O.P and Marie Claire creative director and Project Runway judge Nina Garcia, to draw in a younger demographic through social media last year.
The current market exemplifies this convergence of luxury, art, and contemporary Chinese culture, with brands not only collaborating with artists but selecting and showcasing the work of contemporary artists and the trend is not stopping any time soon. Lets take a look at some of the interesting collaborations in recent months.
1. Gucci: Art Wall
At the Art Basel, Gucci is installing another art wall in Hong Kong’s D’Aguilar Street. It is also the first Art Wall in Asia by Gucci, which features three ladies dressed in Gucci’s latest collection.
2. Ruinart x Liu Bolin
Ruinart collaborated with Liu Bolin for “Reveal the Invisible,” a series of images employing Liu Bolin’s signature “invisible man” motif within the environs and history of Maison Ruinart, one of the oldest Champagne houses. Liu painted himself and some of the Ruinart employees to camouflage into the background of the crayère (chalk cellars), the vineyard, the Blanc de Blancs bottles, and other locations at the site.
3. Lady Dior As Seen By
The French fashion powerhouse Christian Dior has again commissioned a group of artists to reinvent the signature Lady Dior handbag for the Lady Dior As Seen By exhibition. The exhibition was first held in Shanghai in 2011 and then traveled to Beijing (2011) for the grand opening of Dior’s Beijing Flagship store, Hong Kong (2013), Tokyo (2012), Milan (2012), Seoul (2016), São Paulo and Düsseldorf (2017). This time, it features a number of international artists and photographers who were tasked with reinterpreting the House’s iconic handbag.
4. Louis Vuitton: Objets Nomades
French luxury brand Louis Vuitton has previously collaborated with top-notch artists like Yayoi Kusama as well as the streetwear brand Supreme. They recently featured a collection of travel-inspired objects designed by a group of contemporary artists during Art Basel Hoong Kong.
5. Coach x Keith Haring
Coach not only featured the work of Keith Haring in its Spring 2018 collection, but brought an interactive art walk, digital installations, and a temporary tattoo station in honor of Haring to Art Basel.
6. La Prairie x Julian Charrière
Swiss luxury skincare brand La Prairie has commissioned Swiss artist Julian Charrière to make a film featuring frozen landscapes around the globe. The film’s launch will be concurrent with the launch of its latest cream “White Caviar Crème Extraordinaire.”