By Kiša Lala
Ryan McGinley, Tilda Swinton, Neville Wakefield at Pringle of Scotland / Serpentine Gallery dinner closing the 195 Collaborations project, at the Webster, Miami. Photo Credit: David X Prutting
Hans Ulrich Obrist, Co-director of the Serpentine Gallery in Pringle of Scotland
An unusual pairing during Art Basel Miami Beach was the jointly held event between Pringle of Scotland, the design house for Scottish woolies, and Serpentine Gallery, one of the most respected galleries in London.
The sponsorship of the arts is laudable when it’s of economic benefit to the artists, and here the alliance with art seems to be working also to the advantage of Pringle, increasing it’s corporate profile amongst art enthusiasts. Pringle’s sponsorship of artists in Scotland is ostensibly to promote Scottish craft and creativity, but its collaboration with the Serpentine is not only a strategic association that helps to legitimize a corporate brand but is also a smart economic venture for the Serpentine.
