The major international event for contemporary art and architecture takes place in Venice from April to November. An opportunity to discover the initiatives of luxury brands.
Offering exhibitions, works and performances within the Venice Biennale, luxury brands are not left out of their contribution to the art world. If the rapprochement between art and fashion is not new, the big luxury brands have found an additional way to reach their customers and a new public.
Many brands have become patrons over time and actively participate in the restoration of emblematic places of heritage, like Fendi which supports the restoration of the Temple of Venus and Rome, opposite the Colosseum. And the Venice Biennale is no exception to the rule. Indeed, fashion and luxury brands are flocking there.
The Prada house, via its Foundation, is organizing this year, in its palace Ca’ Corner della Regina, on the Grand Canal, the exhibition “Human Brains: It Begins With an Idea”. The installation is the result of four years of research conducted by the Foundation in the field of neuroscience. This is not Prada’s first time at the Biennale. It had notably organized a fashion show just before the opening of the 2017 edition and was organizing a retrospective of Jannis Kounellis in 2019.
Bottega Veneta revealed a limited edition of 15 bags with Olivetti, the historic Italian typewriter manufacturer. The brand also partnered with the Pinault Collection to support the Dancing Studies performances by choreographers William Forsythe, Lenio Kaklea, Ralph Lemon and Pam Tanowitz during the Biennale de la Danse.
In partnership with the British Council, Burberry is one of the generous sponsors of the Anglo-Saxon pavilion of the Biennale. And it is the English Afro-Caribbean artist, Sonia Boyce OBE RA, who exhibits her work in this privileged space, the first black woman to be selected to represent the country.
Another initiative, the Chanel house brought together the first ten winners of its cultural prize Chanel Next Prize, from 11 countries and active in the fields of design, cinema, theater and visual arts at the Biennale. The idea was to immerse these creative people in the stimulating atmosphere of the Art Biennale, through a preview visit of the exhibition and meetings with the artists on display.
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Featured photos : © Isabelle Henricot
