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Global Luxury pp 219-237 | Cite as

Luxury Brands and Public Museums: From Anniversary Exhibitions to Co-branding

  • Karina Pronitcheva
Chapter

Abstract

Chanel in Moscow, Valentino in Paris, Cartier in New York, and Bulgari in Tokyo: Whatever metropolis one makes a stop in nowadays, one may be sure to discover, at a metropolitan art museum, another splendid exhibition dedicated to a world-famous luxury brand. Why so? Why have brand exhibitions, which were quite rare until the 2000s, suddenly become a must for every more-or-less important art museum’s programming?

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Karina Pronitcheva
    • 1
  1. 1.Fabergé MuseumSt. PetersburgRussia

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