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Sustainability, digitalization, and artification have become the
cornerstones of a successful business model in a world rocked by
the effects of a pandemic and a climate crisis. Organizational
strategies in the art, fashion, and wine industries have to be
redesigned to reflect these changes. The circular model discussed
in this work provides guidance and a vision for systematically
moving towards social and environmental sustainability from both a
production and consumption perspective. Digitalization provides a
viable alternative to brick and mortar and helps create a hybrid
presence for brands in both real and virtual worlds. Artification
is the process of elevating an object into a work of art and
closely mirrors the aestheticization of society in a postmodern
world. While selling online is a given, creating an auratic
atmosphere to envelop and provide an unforgettable experience
requires greater levels of creativity. Each chapter focuses on
aspects of consumer culture theory, with its emphasis on identity,
lifestyle, and symbolic meaning, with the introductory chapter
paying more attention to the application of practice theory to the
study of sustainability, artification, and digitalization. The
complementarity between the practice turn and the cultural turn
promises new insights.
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