Online gallery: New website is a work of art

By Dara Lang and Robin Key

London – A new online platform from Louis Vuitton is encouraging young people to become more involved in contemporary art. Recreative was devised and developed by a group of young artists who also created Louis Vuitton’s Young Arts Project in 2010.

Recreative enables inspiring artists to upload and share their work, gain access to high-profile art events and discuss their work with leading figures in the art world, such as Jefferson Hack and Tracey Emin. The website also offers young people access to artists’ studios. Each month, art critics and artists will choose their favourite project on the site.

People increasingly want direction and this peer-led approach is a great way for brands to use their high-profile contacts to enable new talents to present their work to a wider audience.

Louis Vuitton is extending its online presence beyond the outlets usually expected from a fashion brand. Another example is Nowness.com, which LS:N Global reported on in our Future Media Landscapes report.