Le fondazioni culturali delle corporate del lusso. Collezioni d’arte aziendali, mecenatismo e sponsorizzazione

Abstract

At the heart of the growing entrepreneurial partnership between luxury brands and the art business, we can see a structural closeness of two realities that today are more than ever in a winning conjunction for the spread of culture. The narrative is fairly silent regarding luxury companies involved in patronage, art collecting and sponsorship practices, especially towards contemporary art. Arts and cultural foundations have been founded by luxury companies during the last decades, motivated by the intention to place the brand in the competitive scenario of the art business. This work contributes to the literature on cultural heritage through the analysis of three case studies. It is argued how the contribution in arts and cultural heritage by luxury brands cannot be considered only as a reflection of strategic marketing actions but also as a benefit aimed to improve the cultural and local environment.