November 15th, 2023 : panel discussion on culture and brands

Culture and Brands : Who Inspires Whom?

A panel discussion organized by Culture & Management, with the participation of SemioTiPS.

Art, artists and more largely culture, inspire and nourish commercial brands, especially luxury ones that finally seize cultural contents to spread their image. For instance, Uniqlo’s partnership with MoMA “offers many ways to bring art to all”, according to Moma’s Associate Director, Sarah Suzuki; and Guerlain’s partnership with the artist JonOne to address a younger audience, through a limited edition of the iconic bee bottle. It all participates to an “artketing” phenomenon.

Enhancement of archives and creation of museums and exhibitions to make the audience experience a brand’s territory are also increasing: Dior gallery, Pressoria’s and Thierry Mugler’s exhibitions at the MAD in Paris, or other exhibitions at Palais Galliera.

On the other hand, cultural institutions try to develop their brand image and overall strategy through communication, marketing and products.

Who inspires whom? What similarities between these two universes? What are the best practices for cultural institutions? What are the limits that must not be exceeded to preserve the institution’s identity and original mission?

Cécile François, Director of Corporate Philanthropy Projects/ LVMH
Gwenaëlle de Kerret, Semiotician, Director/ SemioTIPS
Constance de Marliave, International Development and Project Officer/ Etablissement public du musée d’Orsay et du musée de l’Orangerie

Moderator: Joséphine de Gouville, Culture & Management

November 15th, 2023 at 7pm – Beaux Arts et Cie, Paris. Reservations: please click here!



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