Learning from the MA-1 — the future of luxury branding: Emily Segal at TEDxVaduz
K-HOLE trends is a New York collective of artist marketers, marketer artists or maybe just artists, that produce artifacts, usually in a case study format, that sit somewhere at the intersection of commerce, visual culture, and contemporary art.
I really enjoyed this talk by one of their members about the evolution of the luxury brand and its ability to codify visual systems and influence people through mutually shared values. (less complicatedly put: culture)
I’m going to take this opportunity now to shamelessly plug a project of my own: Art for Franchises. I feel its relevant to what Emily is talking about in her TEDxVaduz presentation. Less from a luxury perspective and more from the low status perspective of the franchise, where the repetitious environment of something like a McDonald’s dining room is used to communicate a brand’s value system to its intended audience.
To do this, artists and creative types are used to design, strategize and create a variety of deliverables that communicate a series of marketing objectives to its intended audience — another, more established closing of the gap between artist and marketer. (see also Andy Warhol and F. Scott Fitzgerald’s career in advertising as a copywriter)
The power of brand mystique has reached such a heightened state in the public consciousness that it’s becoming a dominant theme in art production. A place once held for only the most formidable of hegemonies like politics and (yawn) religion.
Artists are working within the paradigm of the brand, luxury or otherwise to share ideas by communicating them through a codified system of values that’s understood and more accessible to a wider audience than the contemporary art gallery.