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Published: 23 Sep 2013

McQueen Sponsors London Frieze


British fashion house Alexander McQueen is set to boost its artistic credentials by sponsoring the prestigious Frieze art fair in London this year (October 17-20), cementing its affiliation with the art world. In conjunction, the luxury label’s London stores will display contemporary art curated by UK gallerist Sadie Coles over the course of the event.

Alexander McQueen has a longstanding connection with the arts, frequently displaying works by emerging and established artists in its Savile Row flagship, making the collaboration an authentic fit. “I can’t think of a company that has more consistently bent convention, merging art and fashion in the most imaginative of ways,” said Frieze co-founder Amanda Sharp. “It is a great privilege to join forces with them.”

Incorporating fine art into the store environment has often been used as a branding tactic - helping retailers benefit from creative association and increased customer dwell time.

For more on how brands are harnessing the art of using cultural resonance to draw customers, read the Cultural Kudos section of our store concept Luxury Brand Temples: The New Power Flagships, Art Basel/Design Miami: Retail and Branding, Maison Vuitton, London and Curate to Contend.

For more on the consumer interest in artistic purchases, see The Art Sale: New Consumer Focus.  

H&M x Jeff Koons NY Flagship Collaboration
H&M x Jeff Koons NY Flagship Collaboration H&M x Jeff Koons NY Flagship Collab American artist Jeff Koons once said: “I believe in advertisement and media completely. My art and my personal life are based in it.” Which makes it especially apt that Swedish retailer H&M has chosen to collaborate with him on the launch of its largest flagship to date, located on New York’s Fifth Avenue.

Koons will create both an art-inspired store concept and a limited edition handbag line for the brand – bringing the highbrow world of art to H&M’s mass-market fashion audience.

Spanning five floors, the 57,000 sq ft flagship will feature a giant façade displaying supersized versions of Koons’ Balloom Dog sculpture, 26 x 20ft LED screens, and ‘museum-inspired interiors’ – the design of which has yet to be revealed.

While H&M is renowned for its big-name product collaborations with luxury fashion labels including French fashion house Isabel Marant, Italian label Versace and US designer Alexander Wang, this is its first collaboration with an artist.

The ‘Jeff Koons for H&M’ collection will feature leather handbags printed with an image of Koons’ Balloon Dog sculpture – available on the brand’s e-commerce website and in selected US stores. They will also be sold in the Whitney Museum of American Art, New York – which is due to host the artist’s retrospective, sponsored by H&M, from June 27 to October 19 2014.

For more on how retail brands are merging art and fashion as a core part of their brand strategy, see Fendi Flagship Embraces Art Ethos, Louis Vuitton Flagship, Selfridges, McQueen Sponsors London Frieze, and Luxe Mall Store Beymen Trades on Cultural Kudos.

Also, look out for our upcoming Art-Fuelled Fashion Spaces report publishing at the end of July, which will further explore best-practice case studies and opportunities in this field.
Store Concepts
23 Jun 2014
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