Art Market Monitor

Global Coverage ~ Unique Analysis

  • AMMpro
  • AMM Fantasy Collecting Game
  • Podcast
  • Contact Us

Liechtenstein Uses Prince’s Art to Market Private Bank to Chinese

December 5, 2014 by Marion Maneker

Franz Hals, Portrait of a Man

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)

More from Art Market Monitor

  • Asking Astrid About InstagramAsking Astrid About Instagram
  • Christie’s Brings Kippenberger to Frieze
  • Why Didn’t Steven Cohen’s Yellow Liz Sell Well? One Collector Thought It Was the Color of Urine.Why Didn’t Steven Cohen’s Yellow Liz Sell Well? One Collector Thought It Was the Color of Urine.
  • Art Basel ScorecardArt Basel Scorecard
  • Street Art's Traffic CopStreet Art's Traffic Cop
  • Bonham's Big HorizonBonham's Big Horizon

Filed Under: General

About Marion Maneker

LiveArt

Want to get Art Market Monitor‘s posts sent to you in our email? Sign up below by clicking on the Subscribe button.

  • About Us/ Contact
  • Podcast
  • AMMpro
  • Newsletter
  • FAQ

twitterfacebooksoundcloud
Privacy Policy
Terms & Conditions
California Privacy Rights
Do Not Sell My Personal Information
Advertise on Art Market Monitor
 

Loading Comments...