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Art X Lux Roundtable Suceeds In Zurich
From Beyeler's #myprivatepicasso to doing good with The Skateroom
Art Stuff 02 Dec 2019

The latest edition of TheArtGorgeous’ ART x LUX Roundtable took place on this Wednesday in Zurich.
In partnership with Löwenbräukunst, TheArtGorgeous invited representatives from the arts, fashion and luxury industries to discuss the business of creative collaborations. A number of regional as well as global cases and best-practices of innovative corporate art engagement were shared in the Swiss capital.
6 speakers presented selected examples of art engagement to the 50 invited guests, among them key figures from the local art scene, fashion trailblazers, press representatives and such from corporate art institutions.
ART x LUX was hosted at the Schwarzes Caffe, a location within the city’s hot art location, the Löwenbräu Areal.

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Cordelia Noe & Jacqueline Ullmann during the welcome note


After a welcome note by Jacqueline Uhlmann, Director of Communications at Löwenbräukunst and TheArtGorgeous CEO and Founder Cordelia Noe, UBS Head of Art Sponsorship, Cleo Schoeps gave an insight into the bank’s global art initiatives including their worldwide art fair partnerships including their past The Guggenheim UBS MAP Global Art Initiative. Furthermore the changing meaning of sponsorship and brand partnerships was discussed, pointing out that lower budgets and the desire to a higher content involvement and creation lead to new ways of collaborations.
Cleo Schoeps, Head of Art Sponsorship, UBS

Cleo Schoeps, Head of Art Sponsorship, UBS

Corporate Branding within a Global Art Context

Lausanne based designer and creative director, Nicolas Le Moigne, focused on “Creative Storytelling for Luxury Brands” and gave an insight into past project with clients including Hermes, Perriet Jouet and Eternit as well as highlighted some applied projects he initiated with his students from ECAL with leading luxury brands. 
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Nicolas Le Moigne, Designer & Creative Director, LMLM


Creative Storytelling for Contemporary Luxury Brands
With #myprivatepicasso, Michael Arnold from the world-famous Fondation Beyeler located in Riehen, gave an example of an unexpected format that happened in partnership with Swisscom. For this project, Beyeler accepted applications of Swiss households to hang a real Picasso for a day in their home. Furthermore, the Fondation has a long term partnership with many luxury heavyweights including Rolls Royce, UBS or Ruinart.
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Michael Arnold, Head of Sponsoring & Fundraising, Fondation Beyeler


From patronage to special missions – how to attract corporate partners to institutions
 “From Basquiat to the Olympic Games – A Tale of Art & Corporate Responsibility” gave an insight into the mission of The Skateroom. Its founder and CEO, Charles Bodson took us on his journey from working in finance to supporting those who need us the most. From Paul McCarthy to his brand new collaboration with Jenny Holzer, The Skateroom bring art via collectible decks to a huge audience and at the same time acts responsible donating parts of the sales to Skateistan, an award-winning international non-profit organization that uses skateboarding and education to empower children.
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Charles Bodson, CEO and Founder, The Skateroom


From Basquiat to the Olympic Games – A Tale of art & corporate responsibility
 Following was Sotheby’s Nick Deimel, presenting recent initiatives by the global auction house to the audience discussing the accessibility of the art world and how to reach new audiences. Projects included the David Bowie Special Sales, the majorly successful Supreme online only auction, selling highly sought after skate decks for a record price, the “Beat Witness Sales”, a landmark sale of hundreds of eclectic items as well as the formats they have been working on with Victoria Beckham as ambassador for the house’s old master sales and a recent Warhol cooperation, activated inside the Beckham’s flagship store.
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Nick Deimel, Deputy Director, Specialist, Modern & Contemporary Art, Sotheby’s


Between ultimate luxury and pop culture – how accessible does art need to be
A conversation between Jacqueline Uhlmann and Swiss artist Tobias Spichtig ended the roundtable and Spichtig shared his point of view and perspective about his soon-to-be-released cooperation with Balenciaga.
The brand commissioned Spichtig for a series of sculptures in some of their brand stores.
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Tobias Spichtig, Artist


 

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