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Design, Target
the Artsumer

11-08-2023 save btn Save

The artistic union of fashion and artists
The refrigerator, transformed into a work of art

CMF(Color, Material, Finish) Newsletter. 2023.11-1

The Korean art market, valued at 300 billion won in 2020, surpassed the 1 trillion mark by 2022. A notable factor behind this growth is the rise of the 'Artsumer' (Art + Consumer), particularly within the Millennials and Gen Z, who harbor a keen interest in the arts and seek cultural satisfaction through their purchases. The retail and fashion industries are making concerted efforts to captivate the Artsumer, applying artwork to packaging or transforming brick-and-mortar stores into exhibition spaces. This November, hïda sets the CMF (Color, Material, Finish) Newsletter's focus on the 'Artsumer,' in Part 1, we will explore the CMF trends sparked by Artsumers in fashion and products.

Fashion

The Artistic Union of Fashion and Artists

ⓒLouis Vuitton

Collaborations between fashion and artists have a longstanding history. Such partnerships not only amplify a brand's unique identity and character but also capture the attention of consumers. The collaboration between Japanese artist 'Yayoi Kusama' and Louis Vuitton earlier this year was particularly newsworthy. Many have already witnessed how the works of Kusama, a master of contemporary art, were applied to Louis Vuitton fashion items. This collaboration, with its integration of patterns, colors, and even materials, can be seen as a response to the influential Artsumer market.

ⓒLouis Vuitton

Louis Vuitton's art marketing is also evident in their 'ArtyCapucines' collection. The ArtyCapucines line is distinguished by its timeless Capucines bags adorned with the unique visions of contemporary artists. Since 2019, the brand has collaborated with twenty-nine artists, including Korean artist Park Seo-bo. Park’s collaboration featured leather embossed with brushstroke effects and sophisticated 3D rubber injection techniques to replicate a unique tactile and visual experience.

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ⓒDior

Christian Dior's 'Dior Lady Art' project is an exemplary case of CMF that captivates Artsumers. Since its inception in 2016, artists worldwide have reinterpreted the Lady Dior bag through their artistic lenses. Last year, eleven artists undertook the project's seventh iteration. Notably, Korean artist ‘Minjung Kim’ employed a medley of CMF elements like fur, beads, and organza fabric, incorporating a distinctly Korean sentiment and capturing attention with her design.

ⓒDior

The fourth iteration in 2019 is considered to have showcased the most striking and unique CMF. Artists from the United States, China, France, Japan, Brazil, South Africa, the United Kingdom, Mexico, and Portugal presented innovative designs that embodied their continents, providing a rich source of CMF inspiration.

ⓒDior

'Judy Chicago', a feminist artist who participated in the fifth project in 2020, presented a bag featuring a subtle gradient color and curved layers that created an impressive wave effect. Additionally, Russia's artist, ‘Recycle Group’, known for focusing on global issues and interpreting them through art, distorted the classic Dior cannage motif into a vast swirl and wave pattern for their iteration of the Dior bag.

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ⓒNike

Beyond European luxury brands, global sports brands are also attracting the attention of Artsumers through collaborations with various artists. 'Jacob Rochester', known for his Jordan shoe designs in collaboration with Nike, has displayed a keen sense of form and CMF character in his works.

ⓒAdidas

Adidas released the 'Splatter Art' series 2020, providing consumers the sensation of walking in art pieces with shoes splattered in paint. Last year, they introduced a stunning collaboration with American artist Pharrell Williams, which featured a series of shoes inspired by nature's palette, characterized by vibrant colors and unique patterns, creating an artistic ambiance.

Product

The Refrigerator, Transformed into a Work of Art

ⓒThibaud Herem

ⓒSamsung

Samsung Electronics, in 2021, released the 'Thibaud Herem Edition' of the BESPOKE refrigerator in collaboration with the French illustrator Thibaud Herem. Known for his meticulous pen and ink renderings of building facades, Herem captured the analog beauty, distinct from photography, in three designs: 'Château de Fontainebleau,' 'London Horizon,' and 'Notre Dame Cathedral.'

ⓒSamsung

Moreover, Samsung Electronics has been launching products aimed at the art consumer market by collaborating with world-renowned artists such as Andy Rementer and Alex Proba. The bold and original designs of the BESPOKE realized through digital printing, were made possible by innovative CMF (Color, Material, Finish) solutions.

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ⓒCasetify

'CASETiFY', the mobile accessory brand, collaborates with famous illustrators globally, bringing their artworks to phone cases. They utilize digital printing technology that resists peeling and stains, allowing users to enjoy high-quality art pieces conveniently.

ⓒMSI

The Hollywood film-involved artist Colie Wertz designs MSI’s 'GE66 Dragonshield Limited Edition' gaming laptop. It boasts a distinctive design inspired by the panels of a spaceship.

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