As appreciators of art, both classical and contemporary, we at Travel to Art rejoice at the modern trend of cooperation between the world of business and that of art, which contributes to popularizing art among the general public.
The current year’s September alone brought us several collaborations of worldwide known brands with museums and art galleries. Specially for our readers, we have selected four most prominent examples.
Louvre & Lancôme
First on our list comes the Louvre Museum in Paris, one of the most famous museums in the entire world, with whom the French beauty brand Lancôme has teamed up for a limited-edition make-up and skincare collection, supported by a promotional campaign that features several celebrities, including the actress Amanda Seyfried.
Lisa Eldridge, global creative director of Lancôme Makeup and creator of the collection, drew her inspiration from nine historically seminal sculptures portraying goddesses and other female mythological figures, namely the Venus de Milo, Venus of Arles, Victory of Samothrace, Diana of Gabies, Corine, Nymphe with a Scorpion, Echo, Hygieia and Hermaphrodite. As a result, she managed to create fairly unique colors and textures conveying the sense of female divinity.
Françoise Lehmann, general manager at Lancôme International, commented on the partnership, saying: “Beauty is a living art. It is a way to express oneself and stand out in a way that transcends ever-changing standards. We are looking to foster new perspectives on beauty for today’s women based on our artistic heritage.”
The limited-edition collection is available at www.lancome-usa.com/Lancome-x-Louvre.html.
Metropolitan museum of art & Samsung
On the 20th of September, Samsung Electronics announced its collaboration with New York City’s renowned Metropolitan Museum of Art, also known as “The Met” colloquially. The partnership allows owners of The Frame, which is Samsung’s 4K Smart TV, to shop from 38 world-class artworks from The Met, including classic masterpieces by renowned artists, such as Edgar Degas, Georges Seurat, Paul Cézanne and Katsushika Hokusai.
The Frame is engineered with a reflection-free monitor and picture-frame-style bezel, which makes it a great canvas-like display for digital art or really any photos when the TV is off. You will be able to display a painting of your choice on the screen, and it will look so realistic that your guests will have a really hard time telling it from an actual painting!
In addition to the newly-launched Met Museum collection, The Frame owners can browse hundreds of other digital artworks at Samsung’s Art Store. Further information regarding The Frame may be found at www.samsung.com/us/televisions-home-theater/tvs/the-frame.
Tate & dr. Martens
In partnership with Tate, the renowned British gallery network, Dr. Martens used the provocative attitude of XX century British occultist and surrealist painter Ithell Colquhoun to turn classic Dr. Martens styles into pieces of wearable art. Colquhoun, who was a practicing magician, refused to bend to the society’s will; her works were all about expressing her own uniqueness and independence, exploring themes of sex, gender and occultism. This spirit of a free artistry has inspired unique designs for boots and backpacks. Available for purchase at https://www.drmartens.com/uk/en_gb/collaborations/tate-ithell-colquhoun.
Van Gogh museum & Pokémon
If anyone told us a mere couple of months ago that the Japanese media franchise Pokémon was going to partner with the Van Gogh Museum, one of Europe’s most famous art museums, we would deem it a joke. Yet here we are!
Until the 7th of January, 2024, you are welcome to contemplate Pokémon paintings inspired by famous Van Gogh masterpieces and experience a variety of Pokémon-themed activities across the museum (located in Amsterdam, Netherlands) or online. The project is aimed at familiarizing the next generation with the life and art of Vincent van Gogh in a fun and memorable way. For further information, visit www.vangoghmuseum.nl/en/van-gogh-museum-x-pokemon.
Gildor Kormochi
