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The shifting market for luxury: can legacy brands navigate new trends and buyers?

Bénédicte Épinay, president and CEO of Comité Colbert, is organizing 'Hidden Treasures,' an exhibition of French luxury brands at The Shed in New York in late May 2025, timed after Frieze art fair and auction week. The show features 96 French luxury brands, 17 cultural institutions, and six European luxury brands, including Musée du Louvre, Balenciaga, Louis Vuitton, and Cartier. The initiative is part of a broader cultural diplomacy strategy, following a similar exhibition in Shanghai in 2024 that helped reduce tariffs on cognac. The article also notes shifting luxury market dynamics, with strong US sales growth projected at 8% in 2026, while Europe remains stagnant, and emerging markets like India show new wealthy buyers driving auction house growth.

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Why We Need Corporate Art Collections

The article traces the history and significance of corporate art collections, beginning with Deutsche Bank's acquisition of 57 early drawings by Joseph Beuys in the late 1970s, which led to the formal launch of its collection in 1980. Today, the Deutsche Bank Collection comprises over 57,000 objects displayed in 500 locations across 40 countries, and the bank sponsors events like the Frieze Art Fair. The piece also highlights the role of American banker David Rockefeller, who inaugurated Chase Manhattan Bank's Art at Work program in 1959, and notes that corporate collecting has deep roots in Renaissance banking, with institutions like Banca Monte dei Paschi di Siena commissioning art for their offices.