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‘There is a market for art’

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Van Cleef & Arpels’ Alban Belloir on art’s appeal and importance to the brand and the industry

Luxury brands are increasingly tapping into the arts, with big names, such as Cartier, Aston Martin, Van Cleef & Arpels and even Gucci getting involved.

LuxuryMena speaks with Alban Belloir, managing director for the Middle East and India at Van Cleef & Arpels, about the importance of art for the brand.

“It is key. It is essential, art and culture are the centre of our territory, it is a source of our inspiration,” explains Belloir. “We are really happy about [Dubai Design District and similar] initiatives, it shows that the UAE, and Dubai, in particular, is really eager to develop more and more cultural events.”

Unlike many who may see art as a means for designing fashion and jewellery pieces, Belloir explains: “Art is a field to which we are very close, because it is a part of the maison’s values.”

With art, culture and design at the centre of Van Cleef & Arpels’ creations, the brand has not only partnered with events such as Design Days Dubai and Art Dubai, but it has also forged a strong relationship with the ballet scene.

“The partnerships with Art Dubai and Design Days Dubai show our consistent attempts to link with the world of art and culture, because it is really where you have the fundamental creativity,” explains Belloir. “It is almost pure creativity with no mechanisation, and obviously, there is a market for art, but what we feel and we really want to create are the artists and designers themselves, people who bring new ideas and express their creativity in different ways, through paintings, sculpture, dance, theatre, opera and so on… so all of these different aspects of art and culture are central to our corporation.”

The interest in the art world has helped luxury brands spread further into the regional market and expand their customer reach, introducing them to wider audiences and attracting a new type of clientele – art enthusiasts from around the world.

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