Art Mixer, Connecting Global Luxury and Local Art.
1. THE
ARTMIXER
MASTER DEGREE THESIS
by Francesca Caruso
MATRICOLA 777490
TUTOR Davide Fassi
POLITECNICO DI MILANO
Faculty of Design
Master in
Product Service System Design
A.A. 2013/2014
9. ADVERTISING, LIKE ART, IS A REFLECTION AND EXPRESSION OF
WHAT IS HAPPENING IN SOCIETY SO IT IS IN THE HEART OF THE
COMPANY’S PHILOSOPHY TO EDUCATE AND INSPIRE CREATIVITY
AND AESTHETIC SENSE IN ITS EVERYDAY WORK “
”GM, THE AGENCY
10. THE
ART
MIXER
FRANCESCA CARUSO 卡罗素TONGJI UNIVERSITY 2014 // 05 // 29
11. THE
ART
MIXER
FRANCESCA CARUSO 卡罗素TONGJI UNIVERSITY 2014 // 05 // 29
The
‘MUSEUM PROJECT’
32. CONSUMERS.
WHich
type of
luxury?
Foreign luxury (50 %)
Chinese luxury (25 %)
Foreign with a hint of
Chinese elements (50 %)
Foreign with bold Chinese
elements (12.5 %)
33. CONSUMERS.
WHich
type of
luxury?
Foreign luxury (50 %)
Chinese luxury (25 %)
Foreign with a hint of
Chinese elements (50 %)
Foreign with bold Chinese
elements (12.5 %)
Trendy /
commercial
Doesn't
represent China
Proud of its
success abroad
Don't know
much about it
chinese contemporary art
?
??
34. CONSUMERS.
WHich
type of
luxury?
Foreign luxury (50 %)
Chinese luxury (25 %)
Foreign with a hint of
Chinese elements (50 %)
Foreign with bold Chinese
elements (12.5 %)
Trendy /
commercial
Doesn't
represent China
Proud of its
success abroad
Don't know
much about it
chinese contemporary art
?
??
FOREIGN BRAND,
CHINESE ARTIST
Increased interested
(as recognises culture)
Unsure about outcome
(vs with traditional art)
Loss of foreign value
and interest
35. WHich
type of
luxury?
Foreign luxury (50 %)
Chinese luxury (25 %)
Foreign with a hint of
Chinese elements (50 %)
Foreign with bold Chinese
elements (12.5 %)
Trendy /
commercial
Doesn't
represent China
Proud of its
success abroad
Don't know
much about it
chinese contemporary art
?
??
Increased interested
(as recognises culture)
Unsure about outcome
(vs with traditional art)
Loss of foreign value
and interest
CHINESE brand,
FOREIGN ARTIST
Might start considering
the brand
It ruins the whole point
of a Chinese brand
Still not interested
In the brand
CONSUMERS.
FOREIGN BRAND,
CHINESE ARTIST
37. ARTISTS.
Just make me rich
Artists who would do
anything to reach
commercial success
(any)
OPPORTUNITY
38. Just make me rich
Artists who would do
anything to reach
commercial success
(any)
OPPORTUNITY
I'M HEEEERE!
Artists signing up to
foundations and events in
hope of being seen and
open new doors
EXPOSURE
SEEKING
ARTISTS.
39. Just make me rich
Artists who would do
anything to reach
commercial success
(any)
OPPORTUNITY
I'M HEEEERE!
Artists signing up to
foundations and events in
hope of being seen and
open new doors
BANK
TRANSFERS
ACCEPTED
Nah, i’m ok but. .
Independent and
passionate artists lacking
resources for their projects
FUND
SEEKING
EXPOSURE
SEEKING
BANK
TRANSFERS
ACCEPTED
ARTISTS.
40. Just make me rich
Artists who would do
anything to reach
commercial success
(any)
OPPORTUNITY
I'M HEEEERE!
Artists signing up to
foundations and events in
hope of being seen and
open new doors
BANK
TRANSFERS
ACCEPTED
Nah, i’m ok but. .
Independent and
passionate artists lacking
resources for their projects
FUND
SEEKING
I want to be where it’s at
Foreign artists moving to
China for its favourable
economic and artistic
moment
EXPOSURE
SEEKING
BANK
TRANSFERS
ACCEPTED
CULTURAL
EXPERIENCE
ARTISTS.
42. BRANDS.
COMFY IN CHINA
Big luxury brands who are
doing fine but seek to fulfill
new need for luxury with a
conscience
CAUSES TO
INVEST IN OR
SPONSOR
(CSR)
43. BRANDS.
COMFY IN CHINA
Big luxury brands who are
doing fine but seek to fulfill
new need for luxury with a
conscience
CAUSES TO
INVEST IN OR
SPONSOR
(CSR)
CHINA-NEWBIES
Foreign brands wishing to
expand to China but with
no knowledge of the local
market
GRAB
ATTENTION
AND ENGAGE
CONSUMERS
44. COMFY IN CHINA
Big luxury brands who are
doing fine but seek to fulfill
new need for luxury with a
conscience
CAUSES TO
INVEST IN OR
SPONSOR
(CSR)
CHINA-NEWBIES
Foreign brands wishing to
expand to China but with
no knowledge of the local
market
CHINA PROS
Locally experienced and
still successful brands
needing to adapt to a
GRAB new consumer generation
ATTENTION
AND ENGAGE
CONSUMERS
DRIVE LOCAL
PURCHASING
BRANDS.
45. BRANDS.
COMFY IN CHINA
Big luxury brands who are
doing fine but seek to fulfill
new need for luxury with a
conscience
CAUSES TO
INVEST IN OR
SPONSOR
(CSR)
CHINA-NEWBIES
Foreign brands wishing to
expand to China but with
no knowledge of the local
market
CHINA PROS
Locally experienced and
still successful brands
needing to adapt to a
new consumer generation
CHINA EXPIRY DATE
Brands who have sticked
to the same market
strategy for long and are
almost out of the game
GRAB
ATTENTION
AND ENGAGE
CONSUMERS
DRIVE LOCAL
PURCHASING
GRAB
ATTENTION +
ENGAGE NEW
CONSUMERS
KEEP UP
TO DATE
WITH NEW
TRENDS
46. BRANDS.
COMFY IN CHINA
Big luxury brands who are
doing fine but seek to fulfill
new need for luxury with a
conscience
CAUSES TO
INVEST IN OR
SPONSOR
(CSR)
CHINA-NEWBIES
Foreign brands wishing to
expand to China but with
no knowledge of the local
market
CHINA PROS
Locally experienced and
still successful brands
needing to adapt to a
new consumer generation
CHINA EXPIRY DATE
Brands who have sticked
to the same market
strategy for long and are
almost out of the game
MADE IN CHINA
Local luxury brands who
lack the flair of foreign
brands and want to
attract local consumers
GRAB
ATTENTION
AND ENGAGE
CONSUMERS
DRIVE LOCAL
PURCHASING
GRAB
ATTENTION +
ENGAGE NEW
CONSUMERS
KEEP UP
TO DATE
WITH NEW
TRENDS
GRAB LOCAL
CONSUMERS’
ATTENTION
KEEP UP TO
DATE WITH
GLOBAL
TRENDS
48. JOURNEY.
MAPPING OUT OPPORTUNITIES
CHANCE
REFERRAL
POPULARITY
DISCOVERY
& CURIOSITY
[ of artist ]
ARTIST
MOSTLY
PASSIVE
UNLESS GALLERIST
MANAGES CONTACT
[ EXTREMELY RARE ]
49. JOURNEY.
MAPPING OUT OPPORTUNITIES
CHANCE
REFERRAL
POPULARITY
DISCOVERY
& CURIOSITY
[ of artist ]
FIRST MEETING
BETWEEN BRAND
& ARTIST
ARTIST
MOSTLY
PASSIVE
CHEMISTRY
UNLESS GALLERIST
MANAGES CONTACT
[ EXTREMELY RARE ]
?
50. JOURNEY.
MAPPING OUT OPPORTUNITIES
CHANCE
REFERRAL
POPULARITY
DISCOVERY
& CURIOSITY
[ of artist ]
AGREEMENT
signing
FIRST MEETING
BETWEEN BRAND
& ARTIST
ARTIST
MOSTLY
PASSIVE
CHEMISTRY
UNLESS GALLERIST
MANAGES CONTACT
[ EXTREMELY RARE ]
?
LEVELS OF DECISON
#1
#2
LOCAL BRANCH
HEADQUARTERS
51. JOURNEY.
MAPPING OUT OPPORTUNITIES
CHANCE
REFERRAL
POPULARITY
DISCOVERY
& CURIOSITY
[ of artist ]
AGREEMENT
signing
FIRST MEETING
BETWEEN BRAND
& ARTIST
creative
COLLABORATION
ARTIST
MOSTLY
PASSIVE
UP TO
[1 Y E A R]
CHEMISTRY
UNLESS GALLERIST
MANAGES CONTACT
[ EXTREMELY RARE ]
?
LEVELS OF DECISON
#1
#2
LOCAL BRANCH
HEADQUARTERS
52. JOURNEY.
MAPPING OUT OPPORTUNITIES
CHANCE
REFERRAL
POPULARITY
DISCOVERY
& CURIOSITY
[ of artist ]
AGREEMENT
signing
FIRST MEETING
BETWEEN BRAND
& ARTIST
creative
COLLABORATION
OUTCOME
PRESENTATION
ARTIST
MOSTLY
PASSIVE
UP TO
[1 Y E A R]
CHEMISTRY
UNLESS GALLERIST
MANAGES CONTACT
[ EXTREMELY RARE ]
?
HUGE
EXPOSURE
for artist
LEVELS OF DECISON
#1
#2
LOCAL BRANCH
HEADQUARTERS
53. JOURNEY.
MAPPING OUT OPPORTUNITIES
CHANCE
REFERRAL
POPULARITY
DISCOVERY
& CURIOSITY
[ of artist ]
AGREEMENT
signing
FIRST MEETING
BETWEEN BRAND
& ARTIST
creative
COLLABORATION
OUTCOME
PRESENTATION
POST
COLLABORATION
?
ARTIST
MOSTLY
PASSIVE
END
OR
ROUND 2
UP TO
1 YEAR TEMPORARY
or LONG TERM
SUCCESS
for artist
?
[ ]
CHEMISTRY
UNLESS GALLERIST
MANAGES CONTACT
[ EXTREMELY RARE ]
?
HUGE
EXPOSURE
for artist
LEVELS OF DECISON
#1
#2
LOCAL BRANCH
HEADQUARTERS
54. a digital solution
to enable CREATIVE
COLLABORATIONS
among INTERNATIONAL
luxury brands
local artists
61. PARTNERS
THE AGENCY
operations
team
business
development
manager
project
manager
finance
IT manager
accounts
developer s des igner s
GOVERNMENT
ACTORS.
SUPPLIERS
aggregation API
ARTISTS
independent
a r t i s t s
associated
a r t i s t s
BRANDS
marketing
department
creative
directors
art agents house sales
agents
