- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
Over the past decades, collaborative initiatives between luxury brands and the art world have been increasing in number and relevance. At first treated as a mere trend or as a marketing stunt, in time luxury-art collaborations have come to be acknowledged as one of the most effective ways luxury brands and artists can position themselves in today's market, engaging with their clients and audiences. This book sheds light on the socio-cultural valence of luxury-art collaborations.
The book explores luxury-art collaborations in the context of postmodern consumption, i.e. as a phenomenon deeply rooted in and emerging from the ways postmodern individuals value and consume objects, contents and ideas. More specifically, the book covers: how collaborations reflect the postmodern condition and liquid consumption practices (hybrid, temporary, hyperreal); the impact of luxury-art collaborations on the evolution of luxury stores and museums, and the emergence of hybrid spaces (art fairs, nomadic exhibitions, pop-up stores) - the temporal features of luxury-art collaborations (shortlived duration and fast-paced tempo) - how luxury-art collaborations reshuffle traditional status dynamics while drawing new boundaries of social distinction based on experience and access - why luxury brands and creatives are redefining their conventional identities, morphing into cultural entities and bricoleurs.
The book appeals to a wide range of readers, from academics and students in art business, luxury studies, consumption behaviour, to professionals in the luxury industry and the art world. The book is also relevant to an international readership of non-specialists interested in current social and cultural matters.
Contents
INTRODUCTION
CHAPTER 1: POSTMODERNITY
Spectacular ensembles across genres and styles
The eclectic manipulation of fragments
Above and beyond: hyperreality and its enhanced atmospherics
CASE
Peculiar Contrast, Perfect Light: Virgil Abloh's extravagant display
CHAPTER 2: PLACE
Designing luxury stores as heterotopias of wonder
Localism and nomadism of luxury spaces
The augmented geography of the art fair
CASE
La Galerie Dior and the creation of a new consumption ecosystem
CHAPTER 3: TIME
The digital now and its quantic moments
Unpacking and re-packaging the past
The circular timing of traditions and anniversaries
CASE
Rooted in the time of the planet: Retour Aux Sources and Ruinart
CHAPTER 4: STATUS AND DISTINCTION
Subversive, omnivorous, playful: the new facets of distinction
Enriched ownership, diversified access
The prestige-value and cultural nuances of experience
CASE
Old Masters, new customers: the "Victoria Beckham effect" on Sotheby's business evolution
CHAPTER 5 IDENTITIES
Hyphenated creativity
Collaborative outputs as culture creation
Between outputs and outreach: the identity tension of luxury brands
CASE
"Dolce Vita 4.0": the Roman patronage of Bulgari
CONCLUSIONS
