US jewellery brand Tiffany & Co. has jumped into the growing pool of brands taking a socially active stance by launching an international artists support programme Outset, which is kicking off in London.
Seven London artists (all MA graduates from major London colleges) will receive rent-free studio space and may get an opportunity to work with Tiffany on pieces for its London stores. The move responds to London becoming prohibitively expensive for young artists to live and work in, despite its heritage as a hub for experimental creative talent.
“London is one of the most expensive cities in the world to live in. There’s a big disconnect between the cost of living and being an artist here,” said Richard Moore, Tiffany’s British-born vice-president and creative director of store design and visual merchandising.
Moore inferred that more arts-backing initiatives are to come, continuing a core brand legacy. Louis Comfort Tiffany, the brand’s inaugural design director (1902), was a leader of the Art Nouveau movement, while in the 1950s its head of design, Gene Moore, commissioned then-fledgling artists Jasper Johns and Robert Rauschenberg to create window displays. Tiffany also sponsored the 2017 Whitney Biennial, spotlighting contemporary American artists.
Beyond illustrating brand generosity and artistic legacy, Outset also highlights Tiffany’s ongoing rebrand, from stalwart of the traditional jewellery scene to modern label. See Tiffany & Co. Rebrands Via Pop-Up and Same-Sex Tiffany Ad Fuels Rebrand.
See also Jewellery Retail’s New Horizons.