It seems that it reinforces brand narratives through architecture and art, or uses exhibitions as key contents that lead to customer inflow.
According to the industry, Louis Vuitton will participate as an official partner in “Art Basel Hong Kong” and hold an exhibition at the Hong Kong Convention Center until the 29th to highlight its 20-year collaboration with architect Frank Gehry.
The exhibition features chronological trajectories of collaboration from architectural projects to handbags, perfume bottles and watches. Through the Louis Vuitton Foundation Museum of Art, which opened in 2014, and the Louis Vuitton Maison Seoul in 2019, Gary’s unique glass structure and sculpture beauty were emphasized.
The collaboration collection, including the Capusin bag, and the “Landbur” watch released in 2024 will also be displayed together, showing an example of an extended architectural sense to product design. Bottega Veneta is the sole sponsor of the Venice Biennale-linked exhibition and proposes a new method called “urban exhibition.” This project, which will take place at Campo Manin Square from May 9 to June 7, is a video exhibition using the outer walls of buildings, and features the conversion of public spaces into cultural platforms.
Through works by artists from various cities, the exhibition deals with contemporary discourses such as migration, identity, and globalization. The sponsorship is an extension of the collaboration between the Italian region of Veneto, the birthplace of Bottega Veneta, and Venice.
Marking its 50th anniversary, MCM will hold an exhibition titled “From Munich to Mars” at Cheongdam flagship store in Seoul until May 31. It connected the past and the future through narratives ranging from Munich, the brand’s birthplace, to Mars, the symbol of the future.
The entire space is composed of a single story, reinterpreting the meaning of travel centering on artist Kevin Park’s character “Bellboy.” It also combines participatory programs such as docent tours and artist talks to provide an “experiential brand experience” beyond simple viewing. There are also exhibitions based on pure fashion archives. E-Land Museum will hold an exhibition titled “Imagination Closet” for its fashion collection from April 24 to August 23 at My Art Museum’s Magok One Grove branch. Previously, the museum showcased exhibitions targeting its fandom, including Kobe Bryant’s uniform and Shohei Ohtani.
The exhibition will showcase the original costumes and fashion archives of 20 world-class designers owned by E-Land Museum, including Alexander McQueen, Christian Dior, Jean-Paul Gauthier, Martin Margiela, Issei Miyake and Valentino Garavani. You can see the story of the development of experimental ideas from designers representing the times into works in one place.
“Although it is not directly linked to short-term sales, it is a process that starts with a visit, experiences firsthand, and builds intimacy with the brand,” an industry official said. “It can lead to customers experiencing brand stories and long-term purchasing possibilities.”
SALLY LEE
US ASIA JOURNAL
