For about a year, the Prince of Liechtenstein has loaned 100 of its Old Master paintings to Chinese museums in what Spear’s explains is a broader marketing campaign to use the cultural weight of art to attract banking clients:
The arrival of a large chunk of the Princely Collections’ best assets in Chinese museums is a subtle vehicle for promoting the legitimacy of Liechtenstein’s rebrand. Art, and the patronage it inspires in HNWs, show a more progressive outlook, conveying that LGT no longer focuses on secrecy as its overriding attraction.
From the 17th century onwards the princely family has grown an extensive art collection to rival any of the other royal collections in Europe. […] By providing a window on to the most respected masters of the European artistic tradition, the tiny principality is hoping to hold the gaze of Chinese investors as well as art aficionados.
Inside Liechtenstein’s princely art collection, new tokens in its diplomacy (Spear’s)
