Last weekend, Chic Being was participating in the Grand Reopening of the relocated Timeless Gallery* in the splendid surrounding of Marbella, Spain. The event perfectly merged the world of fine art, luxury and modern design, gathering almost 500 international and local guests who were keep to experience the wonderful world of art and to open for new aesthetic sensations. On the new surface of almost 1000 m2, Timeless Gallery Marbella exhibited an extensive selection of fine art, paintings, prints, sculpture, ceramics and silversmithing of internationally admired artists such as: Roberto Santo, Philip Jackson, Taras Loboda, Viktor Sheleg, Paul Kaminski, Peter Mandl, Marie Madeleine Gautier, Isabel Miramontes, or Rieke Van der Stoep. The next day after the reopening, I had a pleasure to meet Ian Edwards, British sculptor who openly shared his vision of life, highest human callings and everyday inspirations. It was a very inspiring event and truly incredible experience. As a consequence of my visit, I started exploring the recent connection between luxury and contemporary art. It quickly became evident to me that these two areas go hand-in-hand today and they are more interconnected than ever before. After all, art is the ultimate luxury.
Luxury & fine art, once solely exclusive and available to very few, today are democratized and open to changes, with particularly strong commitment to experimentation, innovation, and adjustment to modern times.
Modern luxury brands strive to become modern-day Medicis and generous patrons. Luxury houses such as Louis Vuitton, Prada, Zegna, or Saint Laurent have been know to deeply incorporate art in their DNA and highly support creative environment. Opened in October 2014, Frank Gehry-designed Louis Vuitton Foundation let the public view its 11 galleries that promote 20th and 21st century artistic and creative movements.
Louis Vuitton Fondation Paris
Fondazione Prada, known for its love for art & cinema, will screen in April almost all the films presented in Turin in 1967 by the group of young filmmakers known under the acronym NACG (New American Cinema Group). Piaget, high-end jewelry brand, was returning this year as a lead partner of Dubai Art Fair, event presenting in March the artworks of 92 galleries from 44 countries. Last year’s edition gathered more than 27,000 visitors, giving Piaget a large, affluent audience to showcase its artistry. During this year Art Basel in Hong Kong, The Peninsula Hotels, Rolls-Royce, Lane Crawford and Stella McCartney were just a few of the luxury marketers who have introduced a series of rollouts for this particular event. The range of initiatives included a variety of methods from sponsorships to social media actions, short movies and on-site installations.
Piaget Exhibition "Sunny Side of Life" Art Dubai 2017
Additionally, both luxury and fine art are going through unprecedented transformation caused by changes of modern luxury customers’ expectations (especially Millennials) and omnipresence of digital communication. Saatchi Art’s Annual Invest in Art Report 2016 revealed that 19% of first-time art buyers, aged 18 to 35 years, purchase from online sources. According to Rebecca Wilson, Chief Curator of Saatchi Art, “Social media and online marketing is playing a huge part in educating clients and helping them make decisions about the art they buy”. Over 30% of art collectors said that social media had informed their purchase decision. In 2016, one in five of Sotheby’s purchases came through digital channels. Sotheby’s has been able to reach a global audience by offering online bidding on all auctions. Sotheby's US, Asia & Middle Eastern clientele in particular have increased their expenditures online by 47% over the last five years. In 2016, Christie’s ecommerce platform saw its sales more than double, and the auctioneer has been increasing its presence in fast-growing markets such as China and Los Angeles.
What causes that these two worlds of luxury & art should work more together? Human brain reacts positively to aesthetics and does so without even engaging the person’s cognitive functions. Imagine what happens when people are in contact with or in possession of a precious luxury good, one that, in addition to good looks (that engage our vision), offers additional sensory triggers (tactility, weight, transparency, brilliance, smoothness, smell, taste, sound etc. that engage the rest of our senses). Art evokes emotions and works as an aesthetic oasis for the soul. It also has an important role in the human evolution, being great inspiration for luxury brands’ artistic vision, storytelling and design. In the same time, to be truly impactful and admired, art needs the right context. It has to be exposed in beautiful, inspiring and well-adapted premises: art galleries, luxury real estates, yachts etc.
Marbella home of Joanna Segelström, CEO & Creative Director of Timeless Gallery Group.
Timeless Gallery Group is one of the fastest growing holding of contemporary art galleries in the world. It has seven art galleries around the world in Marbella (Spain), Miami (USA), Malmo & Tralleborg (Sweden), and 3 galleries in Poland (Warsaw, Gdynia, Bialystok). The Group is soon to expand to Luxembourg, Middle East and Asia.