Louis vuitton espace culturel: Art and Brand Relationship All data from public. Just for acedmic propose

1. Louis Vuitton Espace Culturel
Art and Business
Charlotte. Lee
Edhec - MSc Marketing 2013

2. Agenda
Luxury and Art
Louis Vuitton and Art Development
When Art ties on Brand
Synergies non profit and profit activities
Espace Culturel differentiate LV

3. What is Arts ?
Arts may be identified as works
perceived as embodying human
expression through drawing or
something else to convey the
message.
This kind creation of intelligent
human design is being expressed in
various ways print, music, porcelain,
garment and our daily goods
Hagtvedt, Hagtvedt, and Patrick 2007

4. What is Luxury?
Luxury is the “Way of living”
characterizing by high spending
linked to the acquisition of non
essential goods fuelled by
Ostentation and a crave for well
being
Luxury brands are regarded as
images in the minds of
consumers that comprise
associations about a high level
price, quality, aesthetics, rarity,
extraordinariness and a high
degree of non-functional
associations

5. Luxury and Art – Shared
Message
• Practical utility comes second
It seems not that important for both
art and luxury regarding the
practical utility, the use value for
them could be even zero, but the
symbolic value could be incredibly
high
• The importance of aesthetics
There are self-contained theories and
aesthetic philosophy behind every
piece of art and each item of luxury.
They both could be considered as
the representatives of aesthetics.

6. Luxury and Art – Shared
Message
• Quite into hedonism and creativity
Both art and luxury are passionate about
hedonism and creativity. Luxury industry
worships artisans and craftsmen about
their unique know-how. Addition to
this,luxury could be more than art.
Because luxury is able to capture the
imagination in order to show its
rascination. It needs artist to renew and
refresh the symbolic power of a brand to
be prepared to today's market. For
•
Common sense in sociological
relativity
It is common that either in luxury or in art, it
is virtually impossible to get a
consensus among all individuals and
among all the people. More simply to
say that tastes and colors are things you
can't talk about and make compromise.
Each person could have different
preference and the unique angle they
appreciate the art and luxury.

7. Luxury and Art – Art Infusion
In marketing, art infusion is the general influence of artworks on
perceptions and evaluations of products with which the artworks are
associated. (Hagtvedt and Partrick)
• Even a fleeting exposure to an art image (versus a non art image) on a product’s
packaging resulted in a spillover of luxury perceptions;
• Product advertising bearing an art image was evaluated more favourably than the
same product advertising with a non-art image or no image at all, even though the
content of the images were identical and matched for connotations of luxury and
quality;
• The same product advertised with an art image (versus non-art or no image
advertisements) was perceived as more luxurious;

8. Luxury and Art – Art Infusion
• The use of an artwork containing positive or negative content made no
significant difference to consumer product evaluations. Both art images led
consumers to evaluate the product considerably more favourably than
when it was presented with a non-art image—which strongly suggests the
art infusion phenomenon is content-independent.

9. Louis Vuitton and Art
Development
Time
Event
Location
2006
Establish of the Fondation Louis Vuittion pour la
creation
Paris
2005
Espace Culturel Louis Vuitton
Paris
2010
Young Arts Project
London
2010
Espace Louis Vuitton Tokyo
Tokyo
2014
Opening of the Fondation Louis Vuitton pour la
creation
Paris

10. When Art ties on Brand –
Common Value
Value
Exclusivity
Audience
•
•
•
•
Non-Profut
Expression
Think
Emotion
Operntional
excellent
•
•
•
•
Business,
Market Share
Growth
Function

11. When Art ties on Brand
Art has technical skill of the maker, competent and creative use of their
tools and material. It is creative interpretation and rendition of the subject. It
has an emotional impact on the viewer and evolve resonation interwoven of
creater and viewers. Once resonation has been subliming in high level, it
form as luxury because of its unique, exclusivity with intrinsic value
recognition.
The intrinsic value of Louis Vuittion is innovative and creative interwoven
with her typical history hertiage and functional design. Its exclusivity and
unique intrusive value have been accepted and recognized by people, as
form of resonation - this kind of phenomenon is same flow of art creation.
Their mutual intrusive value of Art and Louis Vuittion can be distinguised in
(1) operational excellent, (2) intrusive value, (3) exclusivity and (4) trait of
their “audience”/ customer 4 aspects.

12. When Art ties on Brand
1. Operational excellent
The origin of art creation is come from desire inside to trigger the motivation of
creativity, through unique craftmanship and “skill” to convey what message art
wants to convey out. All of that is very similar to the product processing in Louis
Vuittion. She seeks what consumer insight in R&D product development, create
product by using their stricted quality and innovative design and communicate
those positive idea/message to their auidence/client.

13. When Art ties on Brand
2. Exclusivity + Intrusive Value of Louis Vuittion: Travel
Travel is an emotional experience and a process of self-discovery. LV has defined
Travel as their foundemental value because of its unique and exclusivity: freedom
and vast, experience and private feeling, independent and personal-growth.
This kind of processing also appeal in the Art creation: Creater express their
emotion or desire in their Artistic works in which concurrently represent the
evaluation on their position in social and personal-growth in difference period.
3. Same “audience”/ customer of Art and LV
Art being is the ultimate luxury product items. Both art and luxury product (Louis
Vittion products) are something about creating desire but none really need - same
traits of this 2 particulars. In that sense, what reason of art and luxury products for
buying or wanting to buy? It is, to great extent, about identity construction of
audience/customer. They buy those particulars as their image extension and self
recognition.

14. When Art ties on Brand
Why “Authentic” artworks or luxury products is desired? Why it is important to
show those “Authentic” instead of ar1tifical? In fact, luxury (Authentic) items is not
only show others how rich they are; but also portraying oneself in a relation to
others - Self-Identity. The important of “Authentic” reflects what the Self
construction and self identitiy - it is next step of “Self-discover” mentioned in point
2 (value of LV)

15. When Art ties on Brand
What are customer for Art or LV? or, What factors determine those group being the
customer of Art or LV? Their taste? Their preference? Doubtlessly the economic possibility
of buying either Art or LV is important factor but another is connected to their cultural captial
(experience, knowledge, value, education).
According to research Alan Tapp (2010), the higher economic and scoial stage is
proportional relationship with desire in authenticity and self value (as the diagram right hand
side). With higher economic and cultural captial person, they concenr more in self
experience and image. The artworks and luxury products are one kind of their self image
presentation and identification.

16. When Art ties on Brand
2. Exclusivity + Intrusive Value of Louis Vuittion: Travel
Travel is an emotional experience and a process of self-discovery. LV has defined
Travel as their foundemental value because of its unique and exclusivity: freedom
and vast, experience and private feeling, independent and personal-growth.
This kind of processing also appeal in the Art creation: Creater express their
emotion or desire in their Artistic works in which concurrently represent the
evaluation on their position in social and personal-growth in difference period.
3. Same “audience”/ customer of Art and LV
Art being is the ultimate luxury product items. Both art and luxury product (Louis
Vittion products) are something about creating desire but none really need - same
traits of this 2 particulars. In that sense, what reason of art and luxury products for
buying or wanting to buy? It is, to great extent, about identity construction of
audience/customer. They buy those particulars as their image extension and self
recognition.