Art Branding – When Art Meets Business

A skillful combination of art and business is an unconventional marketing tool that allows you to stand out from the crowd. Many brands have skillfully created their image based on the use of art.

Art branding is based on the cooperation of the brand with artists. This allows you to present the brand in an unusual and original way, and additionally, these activities are a way to strengthen its main values. In the case of art branding campaigns, the primary goal is not to increase profits, but to create a specific image in the long term.

Art can have a great impact on people’s imagination, and many brands have already noticed the potential that lies in it. For example, the world-famous Prada or Louis Vuitton have often collaborated with artists, inspired by graphics and painting.

The largest fashion brands in the world invited selected artists to collaborate on creating new collections. (e.g. the Prada collection from 2014, inspired by the pop art movement.) Collaboration with architects is also often used, creating extraordinary exhibition systems and showrooms, such as those at the Prada Museum in Milan.

Another example of original creation are the famous Pirelli or Lavazza calendars, which are objects of desire all over the world. These are examples of brands that have created their unique image through art.

Business interacts with art because this combination makes it possible to distinguish a given product. For example, even an ordinary pair of shoes can be presented as a work of art, and this is to the benefit of the brand, because such “works” are often charged a higher price than “ordinary” shoes, which fulfill an identical function.

Can brands function without art? Could people do without extraordinary architectural creations, fashion houses and breathtaking cars? Of course, yes, but the reality around us would be one-dimensional, simplified and poorer.

Business is eager to reach out to artists, and this is to the benefit of us – the recipients. Thanks to this, the world around us seems more interesting and less uniform.