3min chapter

The Week in Art cover image

Kusama x Louis Vuitton: art and luxury. Plus, Michael Rakowitz’s Tate/Iraq gift and photographer Rosy Martin

The Week in Art

CHAPTER

Is Visual Art a Good Hook for a Collaboration?

I think that there is a deep transformation in the role that luxury brands are somehow experiencing. The transformation is towards becoming sort of cultural agencies, cultural activators in our society. And so we need to start thinking about the audiences of this collaboration. I'm really interested in that. So tell me that it's not necessarily about generating customers but something much bigger than that.

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