Connecting creativity to commerce
Art Thinking:
Art, Meaning and Brand Leadership
What do Louis Vuitton, Marina Abramović and BMW have in common? According to cultural strategist Vadim Grigoryan, they are all players in the evolving relationship between the art world and brands – where creativity meets commerce and where brands increasingly function as cultural agents.
In four chapters – “Cultural Agency as a Vehicle of Brand Leadership”, “Collaboration”, “Patronage” and “Inspiration” – the book blends theory with case studies of major players including Audemars Piguet, Ruinart, UBS and Absolut. It also dives into the minds of artists such as Marcel Duchamp, Hiroshi Sugimoto and Theaster Gates, exploring how their practices can inspire bold, future-forward brand thinking.
Our work with Vadim Grigoryan
Vadim Grigoryan is a creative director, luxury and culture brand strategist and practising artist. Vadim consults for brands and institutions including LVMH, Cartier, Azulik eco-resort in Tulum, Group Coty and Hugo Boss. He lectures at Insead, Essec and the Sorbonne and runs Creavi, an artistic research initiative that blends together food and transcendence. Under our Cultureshock Imprint, which explores the connection between art and other sectors, we have published an Art Thinking book and podcast series.
