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Connected Store - Le blog des magasins connectés, by Improveeze BrandWatch by Michel Gutsatz Some people might wonder why I am sending out news concerning Clara Feder, a talented artist to be watched, in a Blog dedicated to Brand Management. Some might think it’s a bit farfetched, or even strange.Well, thinking about it, it might be the right spot to do so. Here is why. Take the Dior show at the UCCA (Ullens Contemporary Center for Art) in Beijing in November 2008/January 2009 where Dior commissioned 20 Chinese artists to create works freely inspired by Christian Dior. Take also the ongoing relationship between artist Haruki Murakami and Vuitton, which helped position the brand not only as a sponsor of the Arts, but as a trendy artsy brand in tune with the growing artistic awareness of the wealthiest. Examples of these collaborations and mutual enlightments are plenty, of course. Moreover, a significant number of major art exhibitions worldwide have the biggest names in luxury as sponsors, as we all have in mind.

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