Luxury brands have often appealed to artists and been inspired by them as a source of creativity. However, we are currently witnessing a new phenomenon in which Luxury Houses are investing in art on a massive scale. To understand the impact of art exhibitions on customers’ perceptions, we opted for a qualitative method and applied it to new luxury customers. Focusing on “millennials”, our research provides insight into the effects of art exhibitions on customers’ perceptions. This study mobilizes new segmentation criteria for this generational cohort, and provides a clearer understanding of these young customers, who are so important for the luxury sector.