How Art Basel Miami Beach Became a Major Draw for Marketers

Posted by: Rafael Salazar

Every winter, the fashion crowd—bloggers, editors, well- heeled customers—descends on a certain American city for a week of seemingly nonstop parties, many hosted by top-tier luxury magazines and sponsored by big-name designers.

No, we’re not talking about New York Fashion Week. In fact, one of the year’s hottest fashion events isn’t technically a fashion event at all. It’s Art Basel Miami Beach, the art showcase that takes place each year during the first week of December

Harper’s Bazaar is hosting its own multiday schedule of events at its Art Basel pop-up shop, including a breakfast hosted by Henri Bendel, a dinner for artist Rachel Feinstein sponsored by Vince, and a “day of beauty” featuring Givenchy, Natura Bissé and Dior. “We want to be there when the true art buyers arrive, and that’s what our sponsors want to tap into—the high net- worth individual,” said Bazaar’s associate publisher, marketing, Wendy Lauria.
Predictably, the growing number of sponsored events at Art Basel has created plenty of backlash. (This year, you’ll also find Vanity Fair hosting a Marc Jacobs shopping event, a preview of Elle Décor’s semiannual Art Basel show house and Architectural Digest’s “AD Oasis” VIP lounge.) “It’s become like Cannes where you have 20 parties every night,” said Tonchi. “Is it too crowded? Yeah. But you have an incredible concentration of wealthy people, so if you’re a fashion company, you want to be there.”

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