The convergence of art, architecture and luxury brands embody modern elements of arts patronage. At best, the art is developed independently of the brand. The value for brands is to provide an experience that extends beyond the brand itself.
Samsung applies its technological expertise to the art experience at the Leeum Samsung Museum of Art in Seoul, funded by the Samsung Foundation of Culture. Comprised of three different but connected buildings by Jean Nouvel, Rem Koolhaas and Mario Botta, the museum’s innovative approach includes presenting classic antiquities and contemporary art using modern technology.
When brands embrace art through their cultural or corporate social responsibility programs, the deep level of engagement is long-term and far-reaching.
The Rolex Mentor and Protégé Arts Initiative finds gifted young artists from around the world and pairs them with artistic masters for a year of creative collaboration. Since it was established in 2002, the program has covered dance, film, literature, music, theatre, visual arts and architecture. Intended to ensure “the world’s artistic heritage is passed on to the next generation,” it has included partnerships with the likes of Pritzker Prize winner Kazuyo Sejima, Zhang Yimou, Martin Scorcese, Gilberto Gil, William Kentridge and Anish Kapoor.