New exhibition models offer artists and galleries unique access to broader audiences through collaborations with luxury brands. Moderated by Jenn Ellis, founder of APSARA, 2024-2025 curator of the Breguet stand at Frieze fairs globally, and mastermind behind the TERRA project, this panel will explore powerful alternatives to traditional gallery exhibitions. Joining Jenn in the discussion are Martha Mosse, Director of Paul Smith’s Foundation; Matthew McLean, Creative Director of Frieze Studios; and Sherry Dobin, Founder/CEO of SRD Culture.

ArtLogic has posted an online article highlighting the key insights into the cross-industry collaborations reshaping the future of exhibition-making, Arts Meets Luxury: The Power of Collaboration.

Together, they examine how these collaborations are transforming exhibition-making, redefining the intersection of art, fashion, and culture, and expanding the reach of both artists and luxury brands to engage new audiences. The notion of “luxury” has shifted significantly, with both the art and fashion industries facing new expectations from consumers and creatives alike.

“Sherry Dobin emphasized the role of lifestyle in luxury, noting that collaborations in high-profile locations, like Times Square, offer valuable opportunities for artists: “One aspect of luxury is lifestyle, and a key element of lifestyle is place.”

A key point of discussion was the question of what makes a successful collaboration between artists and luxury brands. While collaboration is tempting, ensuring mutual benefit is key. Martha Mosse emphasized the importance of harmony in partnerships: “A collaboration is a partnership, and both partners should be happy with the outcome and process. For the artist, that might mean rent or access to huge marketing. For the brand, it’s cultural cache, new relevance, and access to new audiences.”

Sherry Dobin highlighted the need for authenticity in these partnerships: “It’s about framing it right. Are you leveraging something from the creative side, or creating something new for both parties? Ensure there’s no logo on the artwork, allowing it to stand alone.”

Matthew McLean discussed the challenge of aligning commercial goals with artistic vision: “There’s an allure to the art world, but brands can’t always articulate why that is. It’s not just about placing an artist’s work in a commercial context, but about opening a dialogue between the artist and the brand.”

Sherry added that curiosity from both parties is essential: “The key to a successful collaboration is mutual curiosity and synergy.”

As the art world continues to evolve, the intersection of art, luxury, and culture will expand, offering new opportunities for artists to express their vision and for brands to engage with audiences in deeper, more meaningful ways.

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