Construct creates luxorius identity for exclusive art membership scheme The Cultivist
All through the course of history there has been a tension around art’s social stance: traditionally an unprofitable field, it has always been dependent on the generous and unprompted support of the higher classes, while at the same time there is an unsaid tract that art should be accessible for all. Although questioned by social warriors, exclusive art clubs have been around forever and are just as necessary as beneficial. The latest and most definitely the most restrictive such venture is The Cultivist, set up by two art consultants working with VIP clients from London and New York. The luxury art membership scheme works on invitation-only basis, and the rates are shaped accordingly. For $2500, £1900, or €2700, members get access to 150 art institutions worldwide, from galleries through museums to auction houses, along with invitations to secret events, private previews, studio visits, and insider tips on the up and coming talents and art market fluctuation.
Naturally, The Cultivist got a matching identity that lives up to the exclusivity of the scheme. London-based design agency Construct created a sleek black pack containing a welcome brochure, an introduction letter, and a membership card. The monochrome of black and white, paired with iridescent silver accents is already convincingly elegant in itself. Construct, however, moves away from the visual realm and involves other senses. The letter is printed on extremely thin aluminum sheet, while the membership booklet is of soft touch laminate. The use of such materials does not only enhance the feeling of luxury, but also refers to The Cultivist’s missionary concept of challenging the members’ expectations and evoking their senses. To emphasise exclusivity, the membership cards are designed individually, featuring a framed portrait of the owner as drawn by painter and sculptor Miranda Donovan. Elitist or not, what we see is a masterful example of how luxury and craftsmanship can be incorporated into an identity project.
Source: Creative Review
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