Art and Business – and in a broader sense culture and business – are two dimensions that, historically and more or less consciously, have always dialogued with each other.
In recent years, smaller companies have decided to invest continuously in projects related to contemporary art. Not only for communication purposes, and with great attention also towards emerging artists. Perhaps the most suitable even for those who do not have large budgets.
Innovation for businesses, art at work
There are deep ties between large companies and contemporary art such as that of Prada, as well as corporate collections rich in masterpieces like in the case of Intesa Sanpaolo. A great example is that of the European Parliament art collection, which counts more than 400 artworks.
There are many business realities that have opened their doors to contemporary art. The relationship between art and business grows particularly with quality and research projects. Going beyond sponsorships and acquisitions, becoming in a certain sense exhibition spaces themselves. More and more companies, even small or peripheral ones are taking charge of the production of new works.
In Milan, for example, Leonardo Assicurazioni offers an exhibition program that includes three exhibitions a year. The artists involved so far are all young, with a common focus on research and experimentation. The director of Spazio Leonardo Gian Luca Buzzetti commented on the project:
“The goal is to become a social reference point for our community. Making us a flywheel in this growth and evolution of our city. By breaking down the boundaries of business through the willingness to host citizens in events, forums, exhibitions. In search of positive contamination”
Art and business, a matter of growth
The investment of private companies in the arts and culture sector is a growing phenomenon. The sponsorship of cultural initiatives spread considerably over the years. It quickly became one of the favorite forms of marketing for companies, eager to associate their image with other ideals, other than business objectives.
The contact with contemporary art becomes a daily experience that can positively influence the well-being of employees.
Art is seen as a healthy discontinuity factor, called to generate a rupture and then a mending to create a better perception of one’s work and corporate identity. Creativity, social commitment, innovation are the results on which to value this contamination.
Art consumption is, in all its forms, experiential and significant. Value and authenticity are the meaning of art as it is such and are visible through the interaction with its audience.
In particular, the relationship between art and business favors an authentic exchange capable of producing advantages for both players at stake, with positive repercussions on the territory.
The function of the artistic product oscillates comfortably between the ethical and the educational. Between the playful aspect and the engaged aspect, however, transmitting the values of the contemporary present.
Can arts and culture therefore represent an opportunity for companies to innovate and grow?
An increasing number of cases including the E-Extraordinary Project of the Ermanno Casoli Foundation in Fabriano, an international benchmark are confirming it!