Date of Award
2026
Document Type
Dissertation
Degree Name
Master of Arts (MA)
Department
Luxury Business
Abstract
Luxury and art collaborations have evolved from rare creative experiments into a familiar part of brand storytelling, yet most research still focuses on what brands want to communicate rather than how audiences perceive these projects. This study explores how Generation Z (GZ) interprets the cultural and social value of such collaborations.
A qualitative approach was adopted, using semi-structured interviews supported by visual prompts with 16 participants aged 19 to 29. The analysis is structured around six recurring themes: artistic expression and aesthetics, social engagement and philanthropy, sustainability and environmental awareness, experiential and immersive encounters, commercial and hype-driven partnerships, and architectural or heritage-based projects.
Findings show that GZ’s responses combine admiration and critique. Authenticity emerges as the main test, judged by how naturally the artist aligns with the brand, how visible the craft is, and whether the collaboration endures over time. Social and sustainability projects gain trust when they feel consistent and transparent, but are quickly dismissed when they seem performative. Experiential projects divide opinions as some foster genuine connection and trust, while others feel designed for attention. Hype collaborations often provoke irony and humor, yet still attract interest and, at times, purchase. Heritage and architectural projects are seen as the most credible because of their permanence, even if they do not always influence buying behavior.
This study contributes an audience-centered perspective to debates on artification and cultural capital, offering a practical framework to compare collaboration formats. For practitioners, it highlights four essentials: coherence, long-term commitment, meaningful substance behind spectacle, and awareness that digital circulation now shapes meaning as much as brand intent.
Recommended Citation
Saad, Michele, "Art & Luxury: Perceiving Value: How Generation Z Interprets Cultural and Social Meaning in Luxury and Art Collaborations" (2026). MA in Luxury Business Dissertations. 7.
https://digitalcommons.sia.edu/ma_lux_bus/7