The Art of Collaboration: Sight, Sound and Taste

For an artist, knowing when and how to collaborate with a brand is one of the most valuable instincts you can develop. Done well, it is a meeting of values, a shared vision, and an experience greater than the sum of its parts.

Over the course of his career, Kristan has worked with a number of brands whose worlds intersect naturally with art. The most recent brings together three of Melbourne's finest: Oud Art Gallery, Bang & Olufsen, and Penfolds.

The connection began, as the best ones often do, with a conversation. Bang & Olufsen have long been neighbours of sorts on Collins Street, and over time a friendship developed – one rooted in a mutual understanding of what it means to create something truly exceptional.

When it emerged that Bang & Olufsen were a sponsor of The I.C.E. St. Moritz 2026 – the very same weekend Kristan was capturing the ice polo in Zermatt – it made perfect sense to bring the artwork from that weekend, and the wider journey around it, together into one exhibition.

But there was one element still to be added to the picture. Having previously collaborated with Penfolds at the Victorian Racing Club and Melbourne Cup, an additional partnership with the luxury wine brand was the obvious finishing touch. Their involvement brings a third dimension to the experience. Sight, sound, and taste. Three disciplines, one evening.

This is, in many ways, what cross-brand collaboration should look like. For artists considering a similar path, the question worth asking is not simply "does this brand want to work with me?" but "do we belong in the same room?" A collaboration should feel like a natural extension of your work – not a departure from it. When the values align, the result elevates everyone involved.

As our July exhibition approaches, the culmination of years of positive relationship building will come together in an evening of art, music, and fine wine – a celebration of what happens when the right people – and right brands – find each other.

Interested in joining us at the exhibition? Get in touch at contact@oud.art to find out more.