Luxury Brands Expand Arts Patronage as Bottega Veneta Backs Seoul Exhibition

Luxury brands are expanding support for exhibitions, crafts and other arts in the Korean market to strengthen their premium image. Italian luxury brand Bottega Veneta said on the 13th that it is sponsoring the large-scale group exhibition “Into Other Spaces,” which opened on the 5th at Leeum Museum of Art in Hannam-dong, Yongsan-gu, Seoul. Visitors can immerse themselves in light, space, sound and movement created through environmental installations by women artists. Rather than directly exposing its brand, Bottega Veneta supports architecture, design, dance, music and visual arts. The strategy extends the handcraft and creativity central to its products into art projects, which experts view as part of artification through fine-arts patronage. Source: rss.donga.com