Global fashion houses like Saint Laurent and Louis Vuitton hold art exhibitions to solidify their brand identity, which is crucial for some young consumers.

Louis Vuitton will exhibit its Objets Nomade furniture collection, while Saint Laurent will exhibit photographs in collaboration with international photographers showing the core value of the brand. Theory will hold an exhibition featuring films and photos made by Korean artists.

French Saint Laurent will host an exhibition titled Self Project – SELF 07 at Palgak Square on Mount Namsan in Seoul from June 9 to 12.

The SELF project is a series of works of art centered on the theme of self-expression and portrays the unique value of Saint Laurent through the eyes of artists, photographers and filmmakers who have been chosen by the director. designer of the Anthony Vaccarello brand, according to the company.

The exhibition in Seoul will be the seventh SELF project after the first in Paris in 2018, and the first ever held in Seoul.

This year, the brand worked with six Magnum Photos photographers, including photographers based in cities like Seoul, Tokyo and London.

Lee Dae-sung, a Korean photographer, will participate in the project and present his photographs.

Lee has twice won the Sony World Photography Awards, one of the major photography competitions, and participated in the Festival of Light, an international photography festival based in Argentina.

This year, the project will take place simultaneously in Seoul, Paris, London, New York, Tokyo and Shanghai.

Louis Vuitton presents Objets Nomades, a collection of travel-inspired furniture, in an exhibition to be held at the SongEun Art and Cultural Foundation in Gangnam, southern Seoul, through June 19.

Louis Vuitton’s travel-inspired furniture collection, Objets Nomades, will be on display at the SongEun Art and Cultural Foundation in Gangnam, southern Seoul, from June 7-9. [LOUIS VUITTON]

The collection focuses on furniture and objects that can be taken on trips.

The collection also conveys the origin of the brand since Louis Vuitton started as a luggage manufacturer.

The Objets Nomades collection, created by some of the world’s most renowned designers, was first unveiled at Design Miami 2012. Over the past decade, over 60 pieces have been added to the collection.

However, only a few pieces from the collection were exhibited at Louis Vuitton Maison Seoul, a store located in Cheongdam-dong of Seoul’s southern Gangnam district, and this is the brand’s first time ever holding a major exhibition. of the collection.

New artwork that debuted at Design Miami 2021, including Petal Chair by Studio Marcel Wanders and Merengue Ottoman by Campana Brothers, can be found at the event.

Petal Chair and its armchair created by Marcel Wanders and Gabriele Chiave will be on display at the Louis Vuitton exhibition of the Objets Nomades collection. [LOUIS VUITTON]

Theory, a New York-based contemporary fashion brand distributed by Samsung C&T in Korea, will also host an exhibition featuring artists from the film and photography industries.

The brand has been promoting its Be Heard project every year since 2019.

This time, the theme of the project is “My Purpose”, which corresponds to the philosophy of the brand, “style begins with purpose”.

The exhibition, which will run through June 30 at the brand’s flagship store in Hannam-dong, central Seoul, will feature films and photos by Korean director Iwa and photographer Choi Rala.

Theory will hold an exhibition in collaboration with film and photography artists at its flagship store in Hannam-dong, central Seoul. [SAMSUNG C&T]

Experts say hosting art exhibitions is a strategy to solidify brand identity.

“Fashion brands try to explicitly show brand identity through art and culture rather than their products and services,” said Oh Su-min, senior researcher at Samsung Fashion Institute.

“This is a strategic approach to broaden the range of potential customers by providing diverse content, as today’s consumers prioritize experience more than anything.”

BY YOO JI-YOEN, CHO JUNG-WOO [[email protected]]