Art Thinking: The Intricacies of Corporate and Brand Patronage

What do Louis Vuitton, Marina Abramović and BMW have in common? According to cultural strategist Vadim Grigoryan in his newly published book, Art Thinking: Art, Meaning and Brand Leadership, they are all players in the evolving relationship between the art world and brands – where creativity meets commerce and where brands increasingly function as cultural agents.

The book invites readers to explore the intersection of art, luxury, and fashion brands, examining the role of brands as cultural agents and the potential of art to serve as a bridge between meaning and management. It offers practical guidance for developing strategic art initiatives, managing artist collaborations, and understanding the artistic process behind creativity.

As part of the launch for Sorbonne University Abu Dhabi’s new Executive Education Program on ‘Art and Luxury’, focusing on luxury branding in the Gulf countries, Vadim Grigoryan will introduce his book and discuss the role of art and culture in building brands today – with emphasis on the importance of high-level academic programmes as an added value for management in the luxury sector.