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How luxury firms use art to attract customers

BBC News | By Neil Koenig

Luxury firms are often heavily involved in the art world, sponsoring individual artists or hosting exhibitions. But what is driving this interest?

If you had wandered into the Palazzo della Civilta Italiana in Rome earlier this year, you could have been forgiven for thinking you had stumbled into an art gallery.
For several months, the building’s ground floor hosted an exhibition of works by the Italian artist Giuseppe Penone. But the Palazzo is not a gallery. Since 2015, it has been the headquarters of Fendi, the fashion brand. Fendi is far from the only luxury business backing artists and other cultural initiatives...read more

Image | Fendi installed an artwork by Giuseppe Penone outside its main store in Rome

2018-10-29T11:04:32+00:00