Over the past few weeks, I’ve been contemplating the dual nature of culture. Is it a luxury, a necessity, or perhaps, intriguingly, both? A course in my Museums Studies program a few years ago allowed me to learn more about the elite origins of our cultural institutions, initially designed as bastions for the privileged few. These institutions began as exclusive spaces, mirroring the societal hierarchies of their times. However, as consciousness evolved, the perception of culture and who it was for evolved along with it. Culture became recognized as the quintessential record of human existence — our thoughts, interactions, and the environments we craft and inhabit. In this light, culture emerges as a vital, irreplaceable testament to our presence and progress on this planet. It is the only sustainable tool to affirm our existence, and our intellectual and creative evolution. With this fact, culture transcends from a luxury into a human necessity.
Yet, there remains a luxurious element to how we engage with culture. The leisure to explore, ponder, and curate cultural experiences could indeed be seen as a luxury – the luxury of time which many can not afford. I further explored this concept by recently completing Sotheby’s Principles of Luxury course taught by the delightfully dynamic Francesca Danzi. We delved into how luxury brands not only shape but are shaped by cultural currents, adapting to new market demands and consumer expectations. What stood out from our course material and discussions was the luxury of creativity and innovation these brands wield — a luxury stemming from the resources they can allocate towards experimentation and risk-taking, a trait less accessible to many cultural institutions and non profit organizations.
This raises compelling questions about institutional dynamics in the cultural sector. How can museums and nonprofits adopt this bold approach to innovation and creativity? There’s much to learn from the luxury sector’s willingness to embrace risks while maintaining the high standards of craftsmanship and experiential consistency that their stakeholders expect. Encouraging similar innovative thinking and cross-sector collaboration in cultural organizations could invigorate their roles, making them more relevant and resilient, especially as trust in civic institutions wanes.
A recent podcast between Lewis Howes and Dr. Tara Stewart Bieber also reiterated the significance of beauty and creativity (among many other interesting topics), noting their critical roles in our mental and emotional well-being. Engaging with art isn’t just a pastime; it’s a health imperative. This is also reflected in The Laundromat Project’s Art & initiative, reinforcing how as an institution, the team is not only encouraging this type of thinking but also investing financial and social capital in artists and cultural producers who bring it to life.
All these concepts running around in my mind were vividly illustrated by the news of the Naomi Campbell exhibit at the Victoria and Albert Museum. Campbell is an icon of fashion, luxury, and culture; a trailblazer who redefined global perceptions of Blackness and beauty. Her exhibit not only underscores her impact on these realms but also highlights the shifting dialogues within an industry historically predicated on exclusivity. Her story encapsulates the essence of culture as both a luxury in which we can indulge or aspire, and a necessity to advancing human progress and dignity.
As our team at E36 continues to explore and redefine our approaches, integrating these insights remains central. We are committed to thinking outside the box, fostering sustainability, and spurring creativity in our collaborations. While the fragmentation of modern society often promotes disconnection, our focus is to harness culture’s power to unite, heal, and explore new realms of what is possible.
Culture is undeniably a necessity for our collective well-being and historical legacy. Yet, it also embodies a form of luxury — one that enriches and elevates our lives in often overlooked ways. Moving forward, the challenge lies in reshaping our cultural dialogues to affirm that every narrative and history is integral to our societal tapestry. Our task is to ensure that the luxuries of culture — whether grand or subtle — are recognized and cherished as essential elements of our shared human story.
Image: DAVE BENNET FOR THE VICTORIA AND ALBERT MUSEUM
Ayofemi Kirby is the founder and chief strategist of ElevenThirtySix. Read her bio here.