Why Brands Are Turning to Print to Reach Niche and Subcultural Audiences
The idea that “print is dead” has been loosely accepted over the past decades, corroborated by the assumption that digital media have inevitably taken over.…
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Sky Gellatly on why collaborations need meaning again
Sky Gellatly is a cultural strategist and co-founder of the creative agency and talent representation firm ICNCLST, celebrated for its ability to fuse contemporary art…
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Artists as community builders: how to grow a brand’s tribe authentically
Milan Fashion Week S/S 2026 marked a striking market win for Italian luxury fashion house Fendi. Through a collaboration with Bang Chan of the K-pop…
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How brands are embedding themselves into art and design fairs — and how emerging brands can join
Few spaces more clearly exemplify the convergence of culture, creativity, and commercial interests than today’s art and design fairs. Once largely the domain of galleries,…
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Cultural fluency is the new brand strategy
As reported by the Financial Times, a recent study by trends-forecasting consultancy The Future Laboratory and the luxury agency collective Together Group concluded that to…
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Storytelling as the new marketing religion: myth or truth?
“Marketing is no longer about the stuff you make, but about the stories you tell,” writes marketing guru Seth Godin—a line that has echoed across…
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Are brands becoming the new art patrons? Echoes of history and the future of cultural collaboration
In a 1523 letter to his stonecutter, Michelangelo wrote: “You will have heard that Medici has been made pope, because of which, it seems to…