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Overview

With the dramatic growth of luxury brands around the world, this course identifies how the market for art and other luxury items has evolved to answer the increased demand from sophisticated buyers. Students reflect on when the concept of luxury was first articulated, who the consumers were historically, who they are today, how their tastes have evolved and how modernity has affected the production, sale and marketing of luxury goods including art, fashion, jewelry, timepieces, wine and more. Structured around in-class lectures and site visits, students explore themes such as artists as international brands, artist’s partnerships with luxury companies and patronage of the arts by luxury brands.

By the end of this course students will…

  • Be able to apply classroom discussion and information gleaned through site visits to help them approach luxury items intelligently and objectively.
  • Gain an understanding of how luxury is produced and hone their ability to look at a variety of work while making unbiased aesthetic and critical judgments.
  • Build confidence in their own ability to assess luxury products, including art.
The Details
  • Course Dates

    Course Dates

    July 24 - August 4, 2017.
    Monday - Friday: 2:30 PM - 5:00 PM.
  • Faculty

    Faculty

    This course is led by Thomaï Serdari, who holds an MBA from the Leonard N. Stern School of Business at New York University and a PhD in Art History from The Institute of Fine Arts, New York University. In addition to teaching art history, fashion and luxury marketing at New York University and Parsons School of Design – The New School, she is the co-editor of Luxury: History Culture Consumption published by Bloomsbury Press and advises businesses in luxury branding and marketing. Serdari is the founder of Ad Nobile, a think tank dedicated to the research of processes, products, and strategies in the luxury segment of the market.
  • Sample Topics

    Sample Topics


    • Introduction to the History of Brand Theory and Luxury

    • How Craftsmanship and Innovation Define the

    • Landscape of Luxury Goods

    • Heritage Brands

    • Looking at Jewelry and Timepieces

    • The Luxurious Feel of Shoes

    • Fashion: Is it Luxury or Not?

    • Vintage and Luxury

    • The World of Art Fairs and Auctions

    • Wines and Spirits: Is it Luxury if it can be Consumed?

    • Art as the Ultimate Luxury

    • East vs. West: How Does Culture Inform Luxury?

    • Are Books the New Luxury?



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  • Course Fees

    Course Fees

    2-week courses: $2,350 per 2-week course. One 2-week with one 4-week: $5,700.

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    Click here to read Terms & Conditions.
  • Further Information

    Further Information

    For further information, please contact:

    Suzanne Julig, Director, Summer Study NY
    Email: publicprogramsNY@sothebysinstitute.com or Request Information

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