The luxury industry is a unique and fascinating world that involves a diverse group of high-profile brands, ultra-exclusive products, and fierce competitors. This short course offers an overview of the international luxury industry with its major players and trends, with a special focus on the role of luxury goods in the dynamic art market. Participants will study the production, sale, and branding of luxury goods including art, fashion, jewelry, timepieces, and wine. They will examine how the market for art and other luxury commodities has evolved to answer an ever-increasing demand from high-net-worth consumers. Participants will also examine themes such as creatives as international brands, artists’ partnerships with luxury companies, and patronage of the arts by luxury brands. This is followed by case studies of key artists that are a part of the high-end art market, such as Jeff Koons, Takashi Murakami, or Yayoi Kusama, which will complement student learning. The course will conclude with a short project for students to apply their knowledge.
Five 1.5 hour scheduled sessions
Livestreamed lectures led by experts in the field
Dynamic lecturers, drawn from our global faculty
Access anywhere, globally
Clear learning objectives
Direct dialogue with course leaders and invited experts
Full access to our e-learning platform, for readings and more
Certificate of participation upon completion of course
Our live online courses are designed to enrich and deepen your understanding of a specific art world subject in an accelerated and dynamic format. The courses are ideal for undergraduates, career changers, art professionals, and art lovers seeking to learn more about art and cultural history or to acquire specific knowledge/skills.
Led by art professionals drawn from our global faculty, these courses provide participants with expert insight and practical skills through a combination of livestreamed lectures and group discussion. Course materials and lecture recordings can be accessed 24 hours a day, seven days a week, via Sotheby’s Institute’s learning platform – Canvas. Canvas is an intuitive, self-contained environment that requires no additional software.
Once you successfully complete the course, you will receive a verified Certificate of Completion from Sotheby’s Institute of Art. Our digital certificates allow you to share new skills with various social media platforms, including LinkedIn.
Serena Gossain (Guest lecturer) teaches branding, and luxury brand management at Sotheby’s, as well as several leading arts universities. She is an accomplished creative professional with over 25 years of experience in design, branding, and advertising. She has an MA in Visual Communications from Central Saint Martins and is a Fellow of the Higher Education Academy. Serena’s industry background in advertising and design agencies, gives her a critical and strategic appreciation of brand communications. Serena has created successful, targeted communications in advertising and design for clients in the UK and USA. She also currently works as a creative consultant/freelancer with her own client base.