Art Thinking

What do Louis Vuitton, Marina Abramović and BMW have in common? According to cultural strategist Vadim Grigoryan they are all players in the evolving relationship between the art world and brands – where creativity meets commerce and where brands increasingly function as cultural agents.

In his new book, Art Thinking: Art, Meaning and Brand Leadership, Grigoryan offers a compelling guide to the increasingly intertwined worlds of art, luxury and fashion. Drawing on years of hands-on experience and his popular webinars and lectures at institutions such as INSEAD and the Sorbonne, he shows how artistic collaboration and cultural engagement can drive meaningful strategies in today’s marketplace.

In four chapters – “Cultural Agency as a Vehicle of Brand Leadership”, “Collaboration”, “Patronage” and “Inspiration” – the book blends theory with rich case studies of major players including Audemars Piguet, Ruinart, UBS and Absolut. It also dives into the minds of artists such as Marcel Duchamp, Hiroshi Sugimoto and Theaster Gates, exploring how their practices can inspire bold, future-forward brand thinking.