Luxury brands are blurring the line between museum and store

Photo Getty for Gucci

It is a trend already going on for a few years, retailing brands that are hooking up with art and artist. The need to be more than a brand selling products and the call for a transcendent brand story is often found in art. Especially the luxury brands are dissolving the boundaries between the world of art and their retail activities. They have partnerships with artists and presenting art and products as one of the same. In-store galleries are part of the shopping experience. Their global flagship stores are even of museum architectural allure.  The new Louis Vuitton store in Singapore is one of the newest examples.

To blur the line even more the luxury brands are not only hosting artists like museums but are occupying or even start museums themselves. The most recent example of this is the Gucci museum in Florence. In this museum the product stands central as if it is an uber exclusive window-shopping experience. At the end there is the possibility to buy a piece of all this luxury porn in its own shop. It is just a matter of time that this museum is going to travel around the world and enrich the shopping experience in all Gucci’s flagships.

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