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Brief 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.