Sign of change

Brandcontend sponsorship of the moment

Art & Business | The Fondation d’entreprise Hermès, which coordinates the programme for six exhibition spaces dedicated to contemporary art in Brussels, New York, Seoul, Singapore, Tokyo and Bern, is joining forces with the Centre Pompidou Metz for the first time. The trio of Laurent Le Bon, Jean de Loisy - President of the Palais de Tokyo - as commissioner, and the Hermès Foundation have devised the Simple Shapes exhibition. The exhibition embodies the Hermès values even down to its motto « Our gestures define us » (Nos gestes nous créent), and focuses on the fascination for simple, prehistoric and contemporary shapes, fundamental to emerging modernity. And in its position as coproducer, the brand openly questions the role and the weight of private sponsorship in museums and the construction of programmes. The world of luxury goods, which must now respond to globalisation and an expanded clientele in line with growth and profitability priorities, continues to cultivate rarity and know-how with the addition of art and artists and occasional immitation. Coproducion marks a new era of corporate sponsorship. Not quite as simple as it seems.

You have 75% of the article to read ...