Private Art Museums in Paris: How France’s Luxury Titans Shape Urban Branding Through Iconic Architecture

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This paper examines how Parisian city leaders, including mayors Bertrand Delanoë and Anne Hidalgo, have strategically collaborated with French luxury groups such as LVMH and Kering to encourage the development of private art museums (PAMs) since the early 2000s. Positioned at the intersection of cultural capital and iconic architecture, PAMs play a dual role in enhancing Paris’ status as a global city and reinforcing its identity as a centre of luxury. At the same time, this paper interrogates the tension between public benefit and private influence, exploring whether these institutions prioritize marketing-driven iconicity over substantive cultural contribution. Drawing on Julian Brash’s concept of the “luxury city” (2011) and theories of urban branding, the paper argues that PAMs fortify Paris’ global cultural and economic brand while raising critical questions about their role in serving the public good.