In a world where storytelling is integral to consumer engagement, brands are increasingly turning to art collaborations to convey their craftsmanship, values, and history. From luxury giants like Louis Vuitton and Guerlain to lifestyle corporations such as Hyundai and Unilever, the fusion of art and commerce is reshaping industries and public perception.
This October, renowned brands showcased their art-driven initiatives at Art Basel Paris. Louis Vuitton collaborated with architect Frank Gehry to present a bespoke booth featuring a fish-shaped sculpture and the Louis Vuitton by Frank Gehry Collection, merging architecture with luxury fashion. Guerlain highlighted Korean contemporary artists, including Nam June Paik, Park Seo Do, and Lee Bae, through its Good Morning Korea exhibition. The brand also introduced a limited edition of 21 exclusive perfume bottles, Le Flacon Quadrilobe by Lee Ufan, symbolizing the confluence of art and fragrance.
Gucci continued its 13-year legacy of supporting the Art+Film Gala at the Los Angeles County Museum of Art (LACMA) this November, reaffirming its commitment to celebrating artistic and cinematic achievements. Similarly, other luxury brands are embedding art into their DNA. LVMH invested $143 million to establish the Louis Vuitton Foundation Museum in Paris, while Hermès and Gucci integrate gallery spaces into flagship stores in major cities.
Lifestyle companies are also stepping into the art world. Unilever’s collaboration with Tate Modern is a standout example, with the company sponsoring the iconic museum's Unilever Series, a collection of large-scale installations displayed at its entrance. The success of these exhibitions established Unilever as a pioneer in museum marketing.
Since 2015, Hyundai Motor Group has carried this legacy forward with its Hyundai Commission at Tate Modern, funding an annual installation by contemporary artists. This year’s installation, by Mirae Lee, continues the tradition of bringing cutting-edge art to global audiences.
In South Korea, Hanwha Group is transforming the iconic 63 Square in Yeouido by hosting a branch of the Pompidou Center, designed by celebrated architect Jean-Michel Wilmotte. The upcoming Pompidou Center Seoul promises to become a cultural landmark.
Hyundai Motor Group also gained widespread acclaim with its Immortal Painter, Van Gogh exhibition, featuring over 70 original works from the Kröller-Müller Museum in the Netherlands. Presented in chronological order, this exhibition has become South Korea’s largest Van Gogh showcase, captivating audiences and inspiring an "open-run" phenomenon. Hyundai Motor Group Chairman Han Mo Kim described the event as "a celebration of one of the most beloved artists in history," expressing hope that art’s emotional resonance could offer solace and strength to visitors.
The exhibition’s opening attracted luminaries across politics, business, and the arts, including prominent celebrities such as Ha Jung Woo, Ko So Young, and Choi Ji Woo. High-profile sponsors like Lexus and Piaget underscored the growing synergy between luxury brands and the arts.
As corporations increasingly intertwine their identities with the art world, art is transitioning from an exclusive niche to a mainstream cultural force. This evolving partnership between business and creativity signifies not only a deepening cultural appreciation but also a broadening of art’s commercial and social influence.
Sayart / Nao Yim, yimnao@naver.com
