Are luxury brands really securing the future of art?

What happens when the world’s most famous brands enter into a luxury relationship with art?

Art has always needed support, appreciation and space. In the past it was wealthy families who tended to act as patrons, but today it is often luxury brands that take on this role. Through foundations, partnerships and a wide range of projects, they create places for creative exchange, promote young talent and give art the space it needs, both in terms of ideas and material resources. In a world where so much is measured solely by commercial success, this commitment to art is crucial for its survival. Today, luxury brands are increasingly leveraging their close ties to art by acting as patrons, curators, donors or clients of artists. This proximity to art underscores the symbolic value of the brand, reaches new target audiences and lends the timelessness of art to the brand image. Here is a brief overview of some of the most important foundations.

Opening of the Fondation Cartier

Cartier is writing a new chapter in cultural brand foundations with the opening of the Fondation Cartier pour l’art contemporain in Paris on 25 October 2025. The foundation’s new home is located in a historic Haussmann building at 2 Place du Palais-Royal, a former department store that has been transformed into a light-filled, open cultural centre by leading architect Jean Nouvel. Five movable platforms, large panoramic windows and an architectural concept that sees itself as a bridge between the past and the future create a dynamic meeting place. Since its establishment in 1984 under Alain Dominique Perrin, the Fondation Cartier has promoted avant-garde contemporary art – a pioneering achievement back then, and something which luxury brands did not consider their domain for a long time.

Art as a living process

At the time, great care was taken to ensure that art remained independent of the brand. This early separation of art and commerce was visionary and gave the foundation a clear artistic identity. The opening exhibition – Exposition Générale – presents around 600 works by over 100 artists, showcasing the foundation’s interesting journey and reflecting its role as an open forum for creative innovation. Cartier understands art as a living process that combines tradition and experimentation. In addition to classical exhibitions, the foundation also supports performances, film and design, offering a broad spectrum of artistic expression. Cartier is making a lasting contribution to the international art scene – far beyond the boundaries of the luxury market.

The Louvre in Abu Dhabi

Known for its avant-garde luxury watches, Richard Mille has been heavily involved in the cultural sector for many years. Particularly noteworthy is its 10-year partnership with the Louvre Abu Dhabi, one of the most prominent art museums in the Middle East. This collaboration strengthens the dialogue between fine art and watchmaking, and champions visionary creativity and cultural innovation on a global level. In 2021, Richard Mille and the Louvre Abu Dhabi launched the annual exhibition Louvre Abu Dhabi Art Here and the Richard Mille Art Prize. This art prize serves as a platform to promote and recognise young artists who are pushing the boundaries of contemporary art in the Middle East and beyond. Each year, an exhibition held in the museum’s forum showcases the work of the nominees – a vibrant place for exchange and inspiration. With this commitment, Richard Mille demonstrates that luxury and culture can enrich each other by broadening creative perspectives and promoting cultural dialogue across regions.

Prada has further plans for 2025.

The Fondazione Prada was founded in 1993 by Miuccia Prada and Patrizio Bertelli, and is an outstanding example of a foundation that sees art and knowledge as drivers of social change. With projects that combine art, philosophy, architecture and science, the foundation creates new perspectives and promotes interdisciplinary exchange. In 2015, the Fondazione Prada opened its impressive cultural centre in Milan’s Largo Isarco, designed by the architectural firm OMA under the direction of Rem Koolhaas. The centre comprises several buildings, including the Torre, a landmark clad in 24-carat gold leaf that houses works from the permanent collection. Other spaces, such as the Podium and the Cinema, offer space for temporary exhibitions and events. For 2025, the Fondazione Prada is planning a variety of exhibitions and events in Milan, Venice, Shanghai and Tokyo, including the photography exhibition TYPOLOGIES and the immersive exhibition Satellites. With its interdisciplinary approach, Prada promotes a creative dialogue that connects society and science far beyond the art world.

Hermès shapes and reveals

Hermès has also adopted a forward-looking approach with its Fondation d’entreprise Hermès, founded in 2008. With the motto ​“Nos gestes nous créent et nous révèlent” (‘Our actions shape and reveal us’), it promotes artists worldwide and brings creative thinking into social processes. There is a strong focus on artistic and cultural education: Programmes such as Transforme and Résidences d’artistes combine performing arts with traditional craftsmanship. Manufacto brings craftsmanship into schools, while Manuterra raises awareness of biodiversity among young people. Art is not only put on display, it is lived – in practice, as an attitude and as the future.

Rolex also understands how to combine cultural heritage with forward thinking. With the Perpetual Arts Initiative, the brand is globally committed to music, architecture, film and the visual arts. The Rolex Mentoring Programme, which has been running since 2002, particularly impresses. The programme enables young talents to work with internationally renowned artists for two years – an inspiring transfer of knowledge across generations. To date, the relationships of more than 60 mentoring duos have made a creative contribution to culture worldwide.

A dialogue between history, art and design

Bulgari is one of the world’s most prestigious luxury jewellers and sees art at the heart of its creative identity and social responsibility. The brand is deeply committed to preserving cultural heritage, particularly through partnerships with museums and artists that promote both traditional craftsmanship and innovative designs. One focus is on supporting archaeological projects in the Mediterranean, a region which has significantly shaped the brand’s roots. Bulgari is a partner of major exhibitions that combine ancient art with contemporary creativity, strengthening the interdisciplinary dialogue between history, art and design.

In addition, Bulgari regularly organises its own exhibitions and events focusing on the artistic design of the jewellery itself. These initiatives showcase the extraordinary connection between luxury and art, which goes far beyond pure aesthetics and reveals cultural significance. The brand also uses its global reach to promote young talent in jewellery design, craftsmanship and contemporary art. Bulgari therefore helps to keep cultural heritage alive and continually explores the boundaries of artistic design. The company sees itself not only as a jeweller, but as a major cultural player making a sustainable contribution to the art world through creative vision and social responsibility.

Art or commerce?

Conclusion? The question remains – is this genuine promotion of art or is it sophisticated marketing? The line between passion for culture and clever brand building is often blurred. Nevertheless, in a world that is increasingly fixated on quick profits, this commitment to art is vital – even if it is not always entirely altruistic.

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