The combination of art and luxury seems to be a perfect match. Today, luxury companies are creating immersive retail environments (offline and online) where consumers can experience art while shopping. Visiting galleries and exhibitions has become a new pastime and social interest for young people.

According to the 2021 China Exhibition Statistics Report released by the China Exhibition Economy Research Association in May 2022, the total number of offline exhibitions nationwide in 2021 was 5,497, an increase of 89 exhibitions or 1.65% compared to the total number of exhibitions in 2020. In the face of the uncertainty brought about by COVID on offline activities, the number of exhibitions still achieved growth, indicating that the enthusiasm of Chinese consumers to see exhibitions offline is only increasing.

At the moment, fashion and luxury are engaging with a younger generation of consumers with a series of art exhibitions featuring contemporary art and emerging ideas, exploring new paths for brand marketing strategies and digital culture, and reopening immersive dialogue with consumers. The younger generation of consumers are becoming more curious about the cultural underpinnings behind brands, the use of materials etc. They don't just want to buy a bag or a piece of footwear, they want to take in the heritage of the brand.

This is where exhibition marketing comes in, as it not only conveys the brand message but also brings the consumer closer. Branded art exhibitions find a balance between commercial messaging and artistic sensibility, in order to win awareness and recognition of the brand's values among young people. Through professional curatorial considerations and artistic collisions, brands find a balance between commercial messages and artistic sensibilities which also meet the needs of young consumers to expand their horizons and enrich their knowledge.

In terms of curation, attention needs to be paid to the visual sense, storytelling and experience. Driven by social media, images/videos are the preferred way to share exhibitions, and a good exhibition setting with an all-around immersive experience is often more appealing to young people.

With the successful launch of several branded art exhibitions in the Chinese market (especially in cities such as Shanghai and Beijing, where art and culture are strong), luxury is creating a new emotional relationship between art and consumption, and evolving the language of communication between brands and the public.

To find out more about the marketing trends in the Chinese market, please contact us at info@eastant.it.

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