French luxury house Chanel has entered into a three-year partnership with M+, Hong Kong’s museum of visual culture, to serve as a major supporter of the organisation, beginning July 2023.
In this collaboration, which represents the first time the brand has partnered with a cultural institution in Hong Kong, Chanel will cover the patronage of the Chanel lead curator, Moving Image position, currently held by Silke Schmickl.
Chanel has a century-long history of cultural patronage and has partnered with leading institutions worldwide to present innovative cultural programmes. Its key philanthropic partnerships include the National Portrait Gallery, London, the Centre Pompidou, Paris, and the Power Station of Art, Shanghai, and the Chanel Next Prize.
At M+, Chanel’s support will also extend to selected M+ Cinema programmes over the next three years, including “Rediscoveries” and “Afterimage,” which showcase restored classics as well as works by video artists and experimental filmmakers.
The partnership will also contribute to two new initiatives: “M+ Restored,” a programme to preserve Hong Kong’s cinematic heritage, and the Asian Avant-Garde Film Circulation Library, a research and collection-building initiative celebrating generations of Asia’s pioneering film artists.
Additionally, the partnership will include dialogues and conversations, such as guest lectures, masterclasses, and workshops.
“Through Chanel’s long-standing cultural commitment and our major new partnership with M+, we hope to create opportunities for an emerging generation of moving image artists from Hong Kong and the region to imagine the next,” said Yana Peel, global head of arts and culture at Chanel.
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Suhanya Raffel, museum director at M+, said, “We are delighted that Chanel, renowned for its influence over the global spheres of creation and visual culture, shares a united vision with M+ to preserve film culture and nurture moving image practices, and more importantly, support arts and cultural innovators to advance new ideas and greater representation. Chanel’s generous support is instrumental in pushing the boundaries of M+’s curatorial endeavours in moving image and promoting the vitality of our rich film heritage to the global audience.”