The partnership is simply one example of a shift towards curation as a preferential strategy for modern brands to differentiate themselves, gain relevance, build equity and ensure longevity.

the aesthetic world and the narrative that curation creates is much harder to replicate than a brand’s visual handwriting and a tone of voice.

the role of curation has always been to democratize, to bring art to different sections of society and “build exhibitions into society.” Obrist brings up the idea of “civic curation,” where curation is linked to generosity and has a bigger social role.

“Curare, curatus means to care. Initially, it meant to install objects in the museum. A curator was a caretaker of objects. Curation is also about curiosity. But then it happened that curation has expanded, and that has to do with art having expanded.”

When brands moved from manufacturing products to manufacturing culture, design, luxury and art, curation zoomed onto taste, aesthetics, identity and social status.

Curation became the fuel of modern culture: it is indispensable in the cultural landscape where products, people and experiences are all comparable in value

The role of a curator is to sort through culture and show us what we need to know and why.

“A good curator does the research, writes and edits, and doesn’t just repost images.”

There’s value in finding a new angle on old things and connecting them with new things.

Under pressure for newness, brands struggle to actually create new stuff, but by curating the old, they give it renewed meaning and purpose in consumers’ eyes.

Under pressure for newness, brands struggle to actually create new stuff, but by curating the old, they give it renewed meaning and purpose in consumers’ eyes. Curation contextualizes product within a specific time and a point of view.

Curation turns items into collectibles and more often this value is created by curators, showing the importance of brands becoming curators of their own.

Curators bridge the gap between different taste communities and introduce them to one another. They also often connect people, products and ideas in a way that creates something that’s simultaneously new and familiar