Art Basel Miami, the five-day art fair as synonymous with fashion as it is with art, ended this week. From clothing collaborations to art sponsorships, fashion and luxury brands used the event to connect with over 75,000 attendees, many of them high-net-worth individuals there to buy art. Not surprisingly, many of the brands named Gifted in our Digital IQ Indexes had a presence.
Louis Vuitton, Gifted and ranked number 11 of 85 brands in our fifth annual 2013 Digital IQ Index: Fashion report, built an eco-house designed by architect Charlotte Perriand in 1934. The house, called “La Maison au bord de l’eau” and second-place in a competition, remained a sketch until the fashion house commissioned and shipped it to The Raleigh Hotel for public view during Art Basel Miami.
Calvin Klein, Gifted and number nine in our latest fashion report, debuted creative director Francisco Costa’s entire 2014 resort collection at The Webster during Art Basel. Photographer Ryan McGinley had designed limited edition t-shirts for the collection.
BMW, Gifted and number six in our 2013 Digital IQ Index: Auto report, debuted for the first time in the U.S. an art car it had commissioned Jeff Koons to paint. The car’s initial appearance was at the Centre Pompidou in France in 2010. BMW has a history of hiring artists to paint cars. Andy Warhol, Keith Haring and Frank Stella are a few artists who painted cars for BMW.
Versace, Gifted and 25th in our 2013 Digital IQ Index: Fashion, hosted an event at the historical Versace mansion on Ocean Drive. Louboutin, ranked Average in our latest Fashion report but featured for its polished order fulfillment, hosted the works of Carmelo Tedeschi at its Miami store.
Others had little on-site presence but participated through collaborations. Madewell, a clothing and accessories brand owned by J.Crew (digitally Gifted and number 13 in our 2013 Digital IQ Index: Specialty Retail report), released limited edition bags designed by three artists for the occasion.
To make an impression, brands went beyond hosting dinners or cocktail parties and contributed to the creative aspect of Art Basel Miami this year. It will be interesting to see whether participation in the art fair will become almost required of brands in upcoming years, or whether it will fade away as a fad.