Exhibition Marks Newly Reopened Museum’s First-Ever Brand Partnership
As Louis Vuitton marks its 20th anniversary in mainland China, the French luxury giant is set to team up with the National Museum of China in Beijing to present “Voyages,” the museum’s second major exhibition since the completion of its three-year-long renovation. Marking the National Museum’s first partnership with any brand, “Voyages” — which runs from May 29 to August 30 — focuses on Louis Vuitton’s historical association with travel, with the show heavy on luggage and handbags.
Along with the rare bags on show, “Voyages” features work by Chinese contemporary artist Zhan Wang (展望). Renowned for his chrome re-interpretations of traditional Taihu (太湖) stones, Zhan contributes to the exhibition his work “Initial,” as well as excerpts from his new video art piece “My Universe,” which centers on creation and destruction. Shot with a high-speed video camera, “My Universe” portrays the explosion of a five-meter-long rock from six different angles. According to Zhan Wang, “My Universe” will debut in its entirety by the end of the year at Beijing’s Ullens Center for Contemporary Art (UCCA).
Louis Vuitton’s “Voyages” exhibition is just the latest in a series of luxury/art partnerships we’ve seen in China over the past few years, which are only becoming more frequent as brands seek out creative ways to entice consumers to shop locally rather than overseas or in Hong Kong. With “Voyages” taking place in Beijing, the Lady Dior multimedia exhibition now at Plaza 66 in Shanghai, and high-end retailer Lane Crawford partnering up with emerging artists at ART HK, it looks like China’s more art-inclined luxury fans have plenty of opportunities to get their culture fix this weekend.