1
اقتصاد::
هنر معاصر
Similarly, the Italian fashion label MaxMara has dedicated itself to support female artists that have made significant contributions to the contemporary art scene by awarding the "MaxMara Art Prize for Women" (O'Donovan, 2011), while the luxury goods company Bulgari has been sponsoring for many years now the discussion platform "Art Basel Conversations" with a view to bringing together leading personalities from the art world and letting them debate on the current state of the artistic mindset (Petersen, 2008).
Besides, especially the forward-thinking contemporary arts enable luxury brands to reconnect with the zeitgeist, rejuvenate and assert their sense of modernity (Barron, 2012).
2 The process of commercialisation of the contemporary art market has been taken so far lately that the prices for works of art can no longer be rationally understood, and that high-profile artists such as Damien Hirst are themselves regarded as brands (Tungate, 2009, p. 111ff.
An important turning point as to the different collaborative patterns between luxury brands and the arts could be observed in the 1980s when Alain Dominique Perrin, then president of the French high-end jeweller Cartier, created the contemporary art museum Foundation Cartier in Paris (Chevalier/Mazzalovo, 2012,
Here, joining forces with the arts would transform "luxury-brand objects" themselves into "works of contemporary art" whose goal would be to promote exquisite taste and to sustain the luxury brands' claim to being bold and influential opinion leaders.
واژگان شبکه مترجمین ایران