# Professor Thomaï Serdari explains how investing in art projects benefits luxury brands

1 Faculty News October 19, 2017 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](https://www.luxurydaily.com/patronage-of-the-arts-luxury-memo-special-report/) -- "'Brands’ investment in art projects serves two purposes,' said [Thomaï Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), founder of PIQLuxury, co-editor of Luxury: History Culture Consumption and adjunct professor of luxury marketing at New York University, New York. 'On the one hand, it reinforces luxury’s proximity to the arts. On the other hand, it truly positions a brand in front of a well-trained audience with a nuanced aesthetic sensitivity and a higher disposable income.'"

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