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New Shanghai Art Mall Lends Cutting-Edge Cachet To Luxury Brands

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To distinguish themselves in an increasingly crowded luxury market, many brands in China have been teaming up with artists on product collaborations or in-store art exhibitions. The idea is to give an edgier boost to their brand image and sense of aesthetic individuality. Bottega Veneta’s series of exhibitions at its Shanghai concept store is a recent example of this trend. But the concept has been kicked up a notch with a series of full-size “art malls.” Opening throughout China, the new malls were commissioned by K11, a company run by Chow Tai Fook Executive Director Adrian Cheng.

Via Jing Daily

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