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Sign of change

Hirst relaunches his brand

Art & Business | Damien Hirst has once again broken with market codes and, like a power on the rise, announced the opening of his own gallery in 2015.

Newport Street Gallery in London © Photo: Prudence Cuming © Kioyar Ltd.
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Newport Street Gallery in London
© Photo: Prudence Cuming © Kioyar Ltd.

This free-access commercial space, half-gallery and half-museum, designed by Caruso St John architects, will include a boutique, a restaurant, offices and 6 exhibition spaces housing his personal collection Murderme as well as his own works. Exhibiting himself among tutelary figures of modernity (http://www.picasso.fr/fr/picasso_page_index.php Picasso]), contemporary art (Bacon) and other “star” artists on the global market (Tracey Emin, Jeff Koons, Sarah Lucas…), Hirst affirms his position in a referential framework. Hirst applies to himself a strategy generally employed by brands in decline looking to revive their image. The objective is a mastery of his sales and image through the creation of his own distribution network. Communication – Brand Content – Repositioning : a recipe for relaunching the Damien Hirst brand. To be continued.

Vincent Kozsilovics
Publié le 04/01/2015
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Newport Street Gallery in London © Photo: Prudence Cuming © Kioyar Ltd. Exterior plans for Hirst’s Newport Street Gallery in Lambeth © Caruso St John Architects 5 buildings plans for Hirst’s Newport Street Gallery in Lambeth © Caruso St John Architects

Newport Street Gallery in London
© Photo: Prudence Cuming © Kioyar Ltd.

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