Maison Pierre Frey: communication and imitation
Art & Business | The Maison Pierre Frey, a French reference in fabric and wallpaper since 1935, has recently set about modernizing its image through capsule collections involving contemporary art.
Since 2013, the Maison Frey has begun a mimetic public relations gesture through the use of capsule collections conceived by artists and designers. Vincent Darré is the only participant to have based a collection on modernizing an original stock pattern, followed by Mathias Kiss, the actress and artist Louise Bourgoin, and the street artist Toxic. These short-term engagements don’t reveal any particular strategy, beyond calling on visible public personalities or friends of the design house. Up next : illustrator Ugo Gattoni, who has recently collaborated with Hermès, the brand content leader in the art and luxury sector. This type of unchecked contemporary art campaign risks blurring the image and identity of the house.
Publié le 21/05/2015
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