From sponsored exhibitions to high-impact pop-up events, art and retail are becoming more intertwined in East Asia, creating opportunities for brands to engage with customers on a deeper level
Rohini Wahi & WGSN Insight | 03.27.25 – 6 minutes
Need to know
Over the past few decades, the art and retail industries have become increasingly intertwined, with both sectors drawing inspiration from one another. As brands incorporate artistic influences into their storytelling, design and experiences, and artists engage with commercial platforms to expand their reach, this has led to new creative and consumer landscapes.
Opportunity
East Asia, particularly China, has emerged as a key stronghold in the art world, standing resilient amid a slight slowdown in global art sales. While the region has faced similar economic challenges to the rest of the world, its sustained market strength suggests that consumers place greater value on the industry than previously anticipated.
The United States remains the global leader in the art market, but China has overtaken the UK to claim the second spot. Despite a challenging economic year, China now holds 19% of the global market share (Art Basel, 2024).
Together, the US, China and the UK account for approximately 74% of public global art sales (Art Basel, 2024). Post-war and contemporary art continue to drive global art sales, however China has seen notable growth in the Old Masters segment, with sales reaching $1.1bn and nearing pre-pandemic highs (Art Basel, 2024).
Buyers and collectors increasingly seek artwork that reflects modern life and their connection to the world around them. Recognising this shift, brands are actively exploring ways to integrate art into their market positioning, aligning themselves with consumers’ evolving interests.
China has surpassed the UK as the world’s second-largest art market. The global art market is projected to expand from $585.98bn in 2025 to $944.59bn by 2033, driven by a 6.15% compound annual growth rate (CAGR) (Straits Research). Asia is expected to be a key driver of this growth
Due to the increase in demand within the region, legacy art fairs are investing more heavily in the Asian market segment. Bonhams, Christie’s, Phillips and Sotheby’s have all opened Hong Kong headquarters in the past few years
Luxury brand Gentle Monster has become synonymous with South Korea’s experiential retail landscape. The retailer achieved a record revenue of over 600bn won ($444.3m) in 2024, driven by robust international demand, particularly in China and Japan (The Chosun Daily)
Singapore is emerging as a major art hub in Asia, bolstered by the launch of Art SG and its strategic position within the global geopolitical landscape. Its business-friendly environment and growing cultural scene make it an increasingly attractive destination for international buyers and collectors
Younger generations in Asia are increasingly shaping the art market. Forming a significant share of Sotheby’s contemporary art buyers in Asia, Millennials are spending heavily on contemporary and digital art (CNBC)
Incorporate artwork into brand identity and messaging
The distinction between art and retail is becoming less defined as brands increasingly weave artistic inspiration into their core identity to strengthen their market presence. This integration fosters deeper emotional connections with consumers, enhancing storytelling, aesthetics and cultural relevance in an ever-evolving marketplace.
Strategies
Integrate the artwork that inspired a collection or product capsule into social media messaging and in-store displays, enhancing brand storytelling and providing deeper context for consumers
Collaborate with local architects and interior designers, allowing brands to seamlessly merge design ethos with retail spaces and creating an immersive, culturally resonant shopping experience tailored to local consumers
Establish long-term partnerships with companies and Key Opinion Leaders (KOLs) and ensure that brand messaging is effectively communicated through the right channels, reaching and engaging the intended audience within each market
Parisian minimalist brand Lemaire has continued its Asian store expansion with the opening of its Tokyo flagship in the Ebisu neighbourhood. The long-standing collaboration with Out of Museum continues, featuring a curated selection of folk objects handpicked by founder Makoto Kobayashi. The space is intended as a homage to the rich Japanese culture while remaining true to the brand’s design codes and visual language
Hong Kong’s K11 MUSEA is redefining the retail landscape by blending luxury fashion, art and culture under its cultural retail model. More than just a shopping destination, it integrates museum-grade art, sustainable design and immersive experiences to engage visitors. Cultural tourism plays a key role in its strategy, driving foot traffic and sales through curated exhibitions and collaborations with top-tier luxury brands like Louis Vuitton and Dior
Japanese brand Sillage exhibited The Road to Art: Truck Culture Without Borders at Isetan Shinjuku, showcasing works by French artist Aurélie Mathigot and Pakistani-Japanese artist Noor ul Aien, which explore nomadic travel. The exhibition features heritage brands J.M. Weston (France) and Globe-Trotter (UK) reinterpreted through truck art aesthetics, along with a special 52-card truck-themed deck from Danish brand Small Wonder
In November 2024, Milanese jeweller Pomellato hosted the Art & Jewelry exhibition at the Fosun Foundation in Shanghai, presenting over 100 pieces from its archives and current collections. To amplify its reach, Pomellato partnered with renowned Chinese photographer and artist Chen Man, whose role as a Key Opinion Leader (KOL) attracted a wider audience and generated significant media attention. Adding to the star power, actor Liu Yuning attended the event, donning Pomellato’s high jewellery creations
Collaborate with local art communities
From established fashion houses to emerging labels, brands are embracing artist collaborations to reinvent archival pieces, delivering a fresh, art-driven experience to consumers. These partnerships revitalise heritage designs while crafting exclusive, culturally rich collections that seamlessly merge fashion, history and artistic expression.
Strategies
Collaborate with artists whose style, themes and storytelling align with your brand’s heritage and values, creating authentic consumer connections. When these artists also have deep cultural ties to the local market, the collaboration feels organic, reinforcing the brand’s presence in the community
Invest in short-term, spectacular art activations that generate far more buzz and engagement than static, permanent installations. Limited-time events create a sense of urgency (FOMO) that drives attendance, while their flexibility allows brands to feature new themes, artists and trends, keeping the experience fresh. These temporary exhibitions also amplify digital engagement, fuelling social media traction and word-of-mouth marketing
Blur the lines between galleries and stores by integrating artistic displays into retail environments and elevating shopping into a multisensory cultural experience. Luxury consumers today seek more than just transactions. They want an immersive and aspirational connection to the brand. By incorporating visually stimulating installations, brands encourage visitors to stay longer, explore more and deepen their engagement, ultimately increasing purchases
Launch limited-edition artist collaborations that offer consumers an accessible entry point into the world of luxury. While not everyone can own a Picasso, they can purchase a Chanel tote designed in collaboration with a contemporary artist, allowing them to partake in art ownership in a meaningful way. For affluent but non-ultra-rich consumers, brand loyalty is often emotional before financial. Associating with art elevates the perceived prestige of a brand and creates a sense of cultural cachet
Artist Song Dong’s collaboration with Hermès Maison in Shanghai explores the theme of windows, symbolising connection, observation and cultural exchange. Inspired by abandoned windows from urban renewal sites, Song integrates themes of region, culture and integration within global consumerism while acknowledging underlying tensions. The project also highlights a serendipitous link between Hermès’ equestrian heritage and Song’s view of the horse as a symbolic figure, subtly woven into the artwork. Through this collaboration, Song aims to foster shared values of integration while embracing both history and transcendence
Originally debuting in Paris in 2020, the exhibition Gabrielle Chanel. Fashion Manifesto is now on display at Shanghai’s Power Station of Art. Showcasing Chanel’s evolution from her sailor-inspired blouse to timeless creations such as the little black dress, the 2.55 handbag and the iconic tweed suit, the exhibition captures the essence of a trailblazing couturière who revolutionised fashion and redefined women’s style. By bringing this retrospective to China’s growing luxury market, Chanel strengthens its cultural presence, deepens consumer engagement and reinforces its brand heritage with a new generation of fashion enthusiasts
Reimagine the museum shop
Museums and galleries are revamping their retail selections to increase visitor engagement and profitability. Through artist collaborations, exclusive merchandise and immersive shopping experiences, these institutions are transforming their stores into seamless extensions of their exhibitions, appealing to both avid collectors and casual visitors.
Strategies
Transform museum and gallery shops into immersive cultural experiences, blurring the line between exhibitions and store environments and transforming shopping into a cultural extension of the artistic journey
Incorporate customisable merchandise and allow visitors to create made-to-order souvenirs inspired by artworks, adding a personal touch to their experience. Successful exhibitions can create strong brand affinity and retail engagement, inspiring visitors to take home a piece of the experience
Offer high-end, invitation-only retail offerings, such as private shopping sessions, exclusive editions and art commissions, catering to collectors seeking exclusive, one-of-a-kind pieces
Work to create retail alignment with cultural and educational objectives, ensuring that museum products serve as an extension of the institution’s storytelling, enhancing engagement and reinforcing its artistic mission
A hidden gem for typography enthusiasts, this unique space in Japan is dedicated to the art of letterpress printing and bookmaking. The Ichigaya Letterpress Factory’s second floor includes a shop for books and magazines, an interactive workshop area and exhibitions related to printing and bookmaking blending heritage techniques with modern creativity
The 21st Century Museum of Contemporary Art in Kanazawa, Japan, was founded with the goals of fostering new cultural innovation and revitalising the community. The assortment at the museum’s gift shop stocks everything from design books to Comme des Garçons apparel
