[Feature] The love of luxury fashion brands for art is a hot topic in the city

When Gucci’s Gaok, the flagship store of Korea’s second luxury fashion brand, opened in Hannam-dong in late May, the store became a hot topic not only in its luxurious lineup, but also in the luxurious Seoul building itself. The neighborhood.

The façade of the building is decorated with nature-inspired artwork called “Fan (Illusion)” created by Korean artist Park Sung-mo. The exterior walls of the building are fitted with over 100 overlapping stainless steel wire panels depicting a landscape of trees. When lit up, it looks like it’s projected directly onto the wall with a projector.

“If you put your hand in front of the projector, you’ll see that the image isn’t real. I coined the term” fan (illusion) “as the subject of this work,” Park said in a video about his work. Said. “I started this artwork in response to the epidemic of environmental pollution. I felt compelled to shed light on the value of the environment with forests and trees as motifs.”

Luxury fashion houses such as Gucci, Louis Vuitton, Dior, Hermès and Cartier have announced art collections and collaborations with artists, some of which have steadily promoted contemporary art for many years.

“Collaboration between luxury brands and the art industry seems to be particularly appealing to Koreans who are sensitive to new trends and are looking for something fun. When these exhibitions and art collaborations become a hot topic on social media, This leads to a great deal of interest in the brand, “said Professor Kim Bo-hee of the Founding University.

“Luxury brands can make a difference by introducing art collections and collaborations with artists. When it comes to exhibiting their art collections, the historical value they have collected over the years. Through some artwork, we can introduce their heritage and traditions, “she said.

She added that it also helps to form a more favorable perception and can lead to a better understanding of high price tags among a wide range of viewers, including existing fans and young people.

Espace Louis Vuitton Seoul is hosting an exhibition of works by German contemporary artist Gerhard Richter. The “Gerhard Richter 4900 Colors: Selected Work from the Collection”, which will be held until July 18, aims to “launch an international project and make it available to more people.”

Launched in 2019, Espace Louis Vuitton Seoul exhibited another collection of the Paris Museum of Art, Fondasion Louis Vuitton, at an exhibition entitled “Alberto Giacometti: Selected Works from the Collection”.

“Since the addition of Jean-Paul Claverie in 1991, LVMH has become one of France’s leading art patrons, supporting a wide range of cultural heritage programs, youth engagement and humanitarian activities. Arnaud’s chief executive said in a statement when the Museum of Contemporary Art opened in 2014: The city of Paris 50 years later.

Atelier Hermès, located in the Maison Hermès in Seoul, has supported Korean artists through its exhibition program. The atelier program includes the Hermès Foundation Misurusan, which is awarded biennial to up-and-coming Korean artists. Recently, he held a solo exhibition “Other Feathers” by Park Ju Young.

“Park has used his experience of living abroad since he was a teenager to explore the concept of otherness. This exhibition is a hybrid environment that combines sound, sculpture, drawing and lighting, and is ancient. “The mythical references are summarized,” said Atelier Hermes.

“Since 2010, fashion trends have been vague and diversified, threatening the role of many luxury brands as pioneers of fashion trends. The central role of luxury brands is no longer just fashion trends. It’s not about leading, “says Lee Su. Professor Jin of Dongduk Women’s University. Lee said that art has inspired luxury brands that are experiencing an existential crisis because they turned to art to build their brand image and concept.

The Cartier Foundation for Contemporary Art also held its own exhibition “Highlights: An Exhibition in Partnership with the Cartier Foundation for Contemporary Art” at the Seoul Museum of Art in May 2017. The exhibition featured approximately 1,500 works by more than 300 artists from around the world.

“It is the most perfect expression of cultural sponsorship, as it has been practiced by the Maison Cartier. Some works are specially commissioned, but they are all ongoing with the Cartier Foundation’s exhibition program and artists. It’s related to the relationship, “says Herve Chandes, general director of the Cartier Foundation for Contemporary Art, in the exhibition catalog.

Not all luxury brands have been successful at the exhibition here. When Christian Dior unveiled the art exhibition “Lady Dioras Seen by” at the flagship store in Seoul in 2016, Korean artist Lee Wan’s “Korean Women” made Korean women material and morally loose. It fueled the criticism that it was drawn as.

Dior’s Seoul office has offered a public apology and said it has dropped the photo “Korean woman” from the exhibition. Luxury brands haven’t hosted an exhibition in Seoul since the controversy.

Park Yoo-na (yunapark@heraldcorp.com).