ABSTRACT
Today corporations often help make an art museum’s collections more accessible to the public. The bottom line is a good reputation for the company and more visitors for the art museum.
The leading European clothes designer Yves Saint Laurent funds music in Brooklyn and films in Cape Town (Weber, 1998). Designer Hugo Boss has entered the lifeblood of the Guggenheim Museum in four European countries. Pierre Berge, a Yves Saint Laurent executive, denies that public relations is the goal of their involvement. However, one could argue that association with the art world does foster a good name for a company, Selling clothes is much like selling art. In fact, Cowen (1998) noted that art has always been associated with the market.
