Art is having a moment. The maximalist subversive youth lifestyle is emerging to become a trend at the forefront of culture. We looked at how luxury brands are incorporating this, in Luxury Is No Longer Black & White, and continue to explore how brands are collaborating and rebelling against traditional high art structures like museums and galleries to form a new luxury which is accessible to the masses.
Recent exhibitions at the world-renowned Gagosian Gallery reflect this, with Richard Prince’s colour clashing canvases, ‘High Times’, hanging alongside his new line of cannabis paraphernalia.
The worlds of high art and commercial weed are intersecting, a paradigm of the interchanging value of the new high-low art.
Echoing the turning cultural attitudes towards hemp derivatives, The Drug Store in Marylebone also subverts traditional high art values, with a gallery-inspired interior. Large pieces of artwork hang on white walls, with scientific information about CBD displayed next to them. Podiums adorning the latest CBD brands are situated around, asserting sculptural integrity not normally associated with a hemp product.
In Culture Connects we also explore how we “embrace culture, such as film, music and the arts… to nurture relevancy, storytelling and inspire conversations and community”. Creating elevated spaces that are accessible to young people is the key to sustaining an innovative artistic culture.
At the forefront of dismantling structures around high and mass culture, Virgil Abloh dubs a collaboration with Chicago’s Museum of Contemporary Art State and Church. Catering to young consumers mounting desire for access to creative capital, regardless of class, a mentorship program runs alongside the collab. It also highlights the growing trend of Museums working alongside brands to diversify access to creative institutions.
Cartier’s latest pop up in Selfridges, ‘Clash de Cartier’ also explores themes of luxury rebellion, juxtaposing classic jewellery with tilted walls and a defiant interior. Split into multiple sections, a nightclub room in which Extravehicular Visors loom above, creating soundscapes, alternating in music genres. The room adjacent explores high culture, with consumers being able to explore conversation with resident poets, ending with a personalised haiku.
Moreover, redefining exhibition spaces is a visual trend that is continuing to grow. With experiences becoming a cultural capital, these spaces are at the forefront of creating multisensory experiences that are otherworldly. From the escapist mindset of Dimoregallery, Design Miami/Basel to harnessing nature with the Jacquemus S/S 20 catwalk show or creating space inspired manifestations with Google at Milan Design Week, highly stylised galleries, exhibitions and design weeks, are now accessible to the masses.
Throughout Covid-19, the beauty industry has stepped up for its community and will continue to forge forward and reimagine the way we connect, commune and care for each other.
In a time of crisis, brands have a genuine role to play. Brands must show responsibility to their consumers, their employees and communities as they navigate uncertain times. Is a time for collective effort and creativity. It is a time for ‘we’, ‘us’ and ‘our’.