When offices are spread across various global locations, how can a coherent brand identity be established while still recognising and embracing local cultures?
The significance of brand image cannot be overstated, and art serves as an excellent and powerful means to communicate that image. A corporate art collection can sculpt a company's identity, reflect its values, celebrate employees, incite joy and inspiration, and deepen commitments to the community and the environment. Thoughtful curation is pivotal in achieving these goals. For multinational companies with offices around the globe, hiring a corporate art consultant to cater to the unique needs and customs of local teams, clients, and cultures can be transformative.
At Artelier, our approach uses our database of extensive global contacts to craft an art strategy tailored to your company's locations. Our curatorial support is finely tuned to research local areas while assessing your company values, its workforce requirements, and the geographic opportunities of the new office site. In every corporate art collection, we emphasise appealing to the workforce, increasing employee retention, deepening sustainable values, and capitalising on the economic advantages associated with portfolio diversification. The outcome is an art collection that maintains a lasting impact, tailoring your brand to its unique local context.
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UBS, New York
Image Credit: Tom Powel Imaging
A Brief History of Corporate Art Collections
The concept of corporate art collections has a rich history dating back to the Renaissance period when affluent merchant families acted as patrons of the local art scene. One of the earliest recorded instances of corporate art collections dates to Siena, Tuscany with the oldest merchant bank in the world - Banca Monte dei Paschi di Siena, established in 1472. Today, their bank still boasts a large collection, including notable sculptures by Henry Moore and the famous Biccherna Tablets, a collection of wooden tablets used for binding Siena’s accounting records. However, it wasn't until the late 19th and early 20th centuries that corporations started to amass art on a large scale. These art collections were typically viewed through a rather singular lens: as a long-term financial investment, and as a financial stronghold against currency fluctuations and inflation.
In the mid-20th century, the popularity of corporate art collections continued to rise as companies realised the value of art in enhancing their public image and reputation. They adopted a more nuanced perspective, reshaping the role of corporate art collections as a vital component of their brand culture and as a means to establish their branding and identity in new locations. To do so, industry names like the Rockefeller family donated surplus artworks to universities and public spaces.
Meanwhile, in 2023, global brands face heightened scrutiny regarding their commitment to diversity and equality, driven largely by the expectations of Millennials and Gen Z. These generations possess a strong awareness of social responsibility and now demand these values from the brands they support, including corporations as they expand their collections. This article is here to inform you how to do this.
Artist: Cerith Wyn Evans 'More Light Research' (2019), part of the UBS Art Collection.
Image Credit: Kate Elliott
Understanding the Global-Local Nexus
Whilst the concept of localising art for global brands may sound complex, it's essentially about rejecting a one-size-fits-all approach to office expansion. In today's global market, companies are constantly seeking to expand their reach beyond their home country, to reach new customers in an increasingly globalised society. So the key question becomes, how can expanding corporations stand out by providing a unique and personalised experience for their international employees?
The initial step in this process is to define core brand values and determine which aspects of these values the company aims to carry to international settings. Once these principles are established, they are translated into the selection of art. When expertly curated, this art collection can then convey the company's values and cultural identity to employees, clientele, and the wider public.
With all this in mind, the primary objectives of localisation are twofold:
to resonate with employees and stakeholders
to connect with the local community
Ideally, both goals are achieved in tandem.
Artist: Danny Lane
Image Credit & Curation: Artelier Art Consultancy
Artist: Danny Lane has spent decades honing his artistic practice to perfection, creating unique crystalline fractals within glass sculptures that respond to their local environments
1. Practise Cultural Sensitivity
Global brands are acutely aware of the potential repercussions of cultural insensitivity. Hence, it's essential to distinguish between cultural appropriation and cultural appreciation. Cultural appreciation involves embracing another culture to expand perspectives, foster better understanding, and connect cross-culturally, particularly among your employees. So, the key to doing so is to make informed decisions about your art collecting when attempts are made to localise, by delving deeply into the cultural narratives and symbolism inherent in each piece of art.
For brands with a large influence, the responsibility for this meticulous research typically falls to curators and art consultants, who play a pivotal role in bridging cultural gaps by using their industry knowledge to materialise a connection to employees that is thoughtful and considered. This research may be time-intensive, ranging from weeks to months – contingent upon the unique cultural context of a company’s new location, and its wider international footprint.
Let's shed some light on this with Starbucks' journey into Paris as an example. The initial foray of the brand into the French capital was met with tepid interest. Put simply, Starbucks's stereotypically American approach didn't strike a chord with the city's deep-rooted and distinct coffee culture. In response, in 2011, the company made a critical decision to adapt to and incorporate Parisian culture within their cafés. They revamped their central café in the city to better emulate French liking for opulence, artwork, and refined aesthetics. It was transformed to mirror a grand 19th-century setting, with exquisite Baroque interiors inclusive of ornate ceilings, rustic wooden panels, and sumptuous velvet chairs echoing the grandeur of the Palace of Versailles. This ingenious makeover not only turned their central Parisian chain into a magnet for tourists but also significantly boosted the chain's reputation within the locale.
The crux of this successful transition is localisation. The brand had joined forces with local curators who possessed a clear understanding of the French market. These experts showcased this knowledge by obtaining furniture - tables, chairs, lighting - from local craftsmen, as well as fitting contemporary graphics within gilded frames sourced from Parisian flea markets, essentially subtly blending Starbucks' signature colours with a respectful nod towards Paris's rich cultural heritage. This skilful approach created an aesthetic blend of modernity and tradition, conveying the message that Starbucks could be a part of Parisian culture, enriching it rather than displacing it. This successful localisation strategy not only elevated the café's appeal but also significantly increased its turnover in the heart of Paris.
Image Credit: Starbucks
So, it's not about tiptoeing around possible cultural missteps, rather the goal is to fully immerse in each locale's charm and variety. Take, for example, a country like Saudi Arabia that is steeped in religious tradition. There, it is essential for global brands to exercise cultural sensitivity and make thoughtful artistic choices. But instead of sidestepping potential cultural blunders, or falling prey to cultural stereotypes, brands are encouraged to delve deep into the local culture of the now, appreciating the region's roots, while acknowledging its contemporary art scene.
Hence, as a brand looking to broaden its art collection in Saudi Arabia, it's crucial for the curators to realise that the artistic scene here is neither stagnant nor orthodox. Studying the region's art landscape, including art galleries, fairs, and even local cooperatives can give you real exposure to the vibrant creativity blossoming on the ground. Notable events like the collaboration between Centre Pompidou (Paris) and local art bodies to develop a museum of contemporary art in AlUla, the brand-new Saudi Arabia Museum of Contemporary Art (SAMoCA), the AlUla Arts Festival and Misk Art Week signal the golden era of art unfolding in Saudi Arabia.
One will find that just as cities like Riyadh have transitioned into thriving corporate hubs, they will simultaneously evolve into fertile spaces for avant-garde art - teeming with the energy of local artists. Artistic renditions in these spaces showcase everything - from abstract experimentalists expressing identity through light installations, celebrated through events like Noor Riyadh, to imaginative interpretations of environmental issues showcased at the International Biennial of Contemporary Art of the South, or BienalSur.
Artist: Angelo Bonello, 'Run Beyond', (2015), Iron and LED lights
Image Credit: Riyadh Art
In 2023, Artist Khulood Al-Fadli used 500,000 recycled plastic bottle caps to create this enormous mural (383 sq. metres) with the support of the Jeddah municipality, local schools and environmental organisations.
Image Credit: Riyadh Art
As these art hubs evolve, the recognition of their potential to nurture local talent increases. This is particularly pertinent to Saudi Arabia's strategic focus to broaden and transform its art sector by 2030. The driving force behind this artistic renaissance is primarily women artists, a facet we wholeheartedly advocate celebrating within your corporate art collection. Artists such as Lulwah al Homoud are recognised both locally in Riyadh and internationally, with artwork that elevates traditional Saudi aesthetics into a contemporary realm. Through transforming calligraphy into geometrical abstractions, her art pieces use the tradiional lettering to express unity, with interwoven lines and mathematical designs that mirror a networked city or muqarnas design, symbolising life as an unbroken continuum.
While, in the quest to effectively bridge different cultures, the artworks by African-Saudi artist Bashaer Hawsawi present perfect pieces to include in your collection. Bashaer's collages on papyrus paper beautifully unite cultural symbols using contemporary aesthetics, providing a nuanced conversation between the old and the new. The use of papyrus in her work - a medium entwined with ancient Arab civilisations like the Egyptian pharaonic era - amplifies this dialogue. Featuring her work in your corporate art collection would not only enrich the cultural story but also speak to contemporary themes about diversification in Riyadh, adding depth and value to your overall artistic portfolio.
Artist: Lulwah al Homoud
Image Credit: Islamic Arts Magazine
Artist: Bashaer Hawsawi
Image Credit: TheArtists
2. Community First: Prioritise Local Artists
An additional - and utterly pivotal - means to practise cultural sensitivity is to invest in emerging local artists. In an era of AI-generated art, and growing globalisation, the authenticity of community connection thrives through those dedicated to local, time-honoured techniques rooted in its creative history. While the David Hockneys and Barbara Krugers have their place in the art world, endorsing emerging local talents from a corporate standpoint proves both altruistic and strategic. By doing so, corporations not only contribute to the enduring vibrancy of the local art ecosystem but also assume a dual role—showcasing social responsibility and cultural awareness. This positioning establishes the corporation as a patron of local artists and their techniques, akin to the historic art patronage seen in families such as the Rockefellers.
However, one challenge persists - how to discover and select timeless, investment-worthy local artists? Check out our article on Corporate Social Responsibility (CSR), which unpacks how supporting local artists can significantly enhance your corporate art collection.
Standard Bank, is a key case study of a corporation sourcing local artists with great care: by organising a competition for local artists to design their new Johannesburg branch.
The big names aren't everything
The winner of this competition was Marco Cianfanelli, who explained that he drew inspiration from the landscape surrounding the branch, situated at the heart of the world's largest man-made forest. With this panoramic view, Cianfanelli's artwork captured the concept of future investment, looking forward to the growth of the forest and Africa as a burgeoning economy. Cianfanelli's final design, titled 'Seed,' now hanging in the central stairway, is visible to both employees and passersby.
This monumental artwork spans an impressive 34 metres in height and consists of 229 plywood panels, each adorned with sand from diverse regions across the African continent. Hanging in the entryway as the perfect interior design for this corporate office, the intricately laser-cut panels showcase topographical, political, and personal symbols representing the different regions of Africa, whilst the varied colour palette of the slates mimics the various hues of the sand, evoking the rich diversity of the land.
'Seed' conveys a powerful message, symbolising Africa's unity through its sculptural form while incorporating sand from throughout the continent. This strategic choice underscores the bank's respect for African culture, championing the works of African artists and placing its people at the core of its focus. As ambient light filters from the glass ceiling, casting an illuminating glow upon the suspended structure, 'Seed' symbolically highlights Africa's ascent as a rising economic force, seeking to instil a sense of pride and belonging within the hearts of the bank's employees and the local community. As employees walk along the stairs, they find themselves immersed in the changing perspective of the work as it shifts depending on where one stands. This approach, of employing a local team to infuse the building with community resonance, effectively creates a meaningful connection of a new banking branch with the local context.
Standard Bank's South African office in Johannesburg, with an artwork by Marco Cianfelli, 'Seed' (2013)
Image Credit: Cliff Shane & Marco Cianfelli
Beyond the corporate office interior design, public art not only offers a platform to support local artists but also provides an ideal avenue for engagement and conversation within the community. In 2022, Artelier had the opportunity to contribute artwork to a luxury development in Maida Vale, London. The primary aim was to seamlessly integrate this public art into its environment, thereby making it an integral part of the local community.
After conducting extensive research and artist proposals, we selected local British artist Zachary Eastwood-Bloom, whose innovative concept transformed the area's soundscape (the local streets, and the nearby school and the community centre) into a metal artwork imprinted onto the gate of the development. Given the area's rich musical history, home to the soundscapes of David Bowie, The Beatles and the BBC Symphony Orchestra, Eastwood-Bloom's installation sought to be entirely tailored to its context. Furthermore, while conceptually complex, the gate is visually elegant and simple, perfectly complementing the modern design of the development.
"Artelier selected the perfect artist for our public art project. I have already recommended Artelier to colleagues for their outstanding work, and I eagerly anticipate collaborating with them on future projects." Farhana Islam, Southern Housing Group
As an added experience for passers-by, the gate transforms at different angles: from the side, its wide bars appear opaque and curved, while a frontal perspective offers a full view of the development beyond.
Zachary Eastwood-Bloom's public artwork for architectural firm DMFK,
Image Credit & Curation: Artelier Art Consultancy
3. Fostering Employee Engagement
Undeniably, employee engagement is a crucial aspect for organisations aiming to implement a local touch in their corporate art collections. In today's world, where individuals dedicate a substantial portion of their lives to their workplaces, so it's essential to engage your workforce in shaping their work environment, which goes beyond just aesthetics. It's more about nurturing employee happiness and well-being.
At this junction, art emerges as a powerful tool. It paves the way for enhanced creativity and innovation in offices. By adding art elements into a corporate setting, the space transforms into more than just a place of work; it becomes an environment that fuels inspiration and delivers new energy to employees. This is particularly essential, as employees are companies realise their employees are their most valuable asset.
The significance of this approach is underscored by a 2020 study conducted by Dr. Craig Knight. The study revealed that individuals working in environments adorned with artworks exhibited a 15% increase in productivity. However, this productivity boost more than doubles to over 30% when employees have a say in the curation of the art in their workspace. In other words, employee engagement is not just about creating a visually pleasing environment but one in which employees have a sense of ownership and connection, directly impacting their motivation, creativity, and overall job satisfaction.
Therefore, when contemplating the nature of the art collection, it's essential to consider what unifies your workforce. Are employees united by a shared heritage or common experiences? Can the art collection celebrate and reflect these shared aspects while also promoting diversity and inclusion? How can the collection create a sense of belonging and connection among employees from various cultural backgrounds?
Employees want to feel seen and at home in their workplaces, so placing a painting by Turner depicting the rolling hills of the pastoral English countryside in an office in Mumbai just isn't going to achieve this. Rather, displaying artworks by contemporary Indian artists, such as Anju Dodiya's inky charcoal sketches portraying strong, powerful women, can genuinely inspire employee creativity.
Artist: Anju Dodiya
Image Credit: Vadehraar Art Gallery
Deutsche Bank, a global corporation with over 1,400 branches worldwide, provides a compelling example of placing their employees at the forefront of their globalisation initiatives. In the 1970s, the bank initiated its art collection journey, in the form of drawings, prints, and photographs on paper: a material that permeates the office environment and could be recalibrated as inspiring. Initially, focusing on collecting German art to stay true to their German heritage, as their company expanded they invested in a range of artists from varied nationalities, including Anish Kapoor, Lorna Simpson, Eva Hesse, Andy Warhol, and Egon Schiele.
Their influence of their art collection extends beyond solely making the office environment more aesthetically inspiring too. The bank actively fosters employee engagement through several innovative initiatives:
Staff Tours: Through collaboration with Frieze London, a significant portion of their collection is now accessible in global branches, meaning that employees have first-hand access to art and culture through regular staff tours.
Online Art Magazine: The bank hosts an online art magazine where experts from prestigious museums share their knowledge through lectures, creating an educational and inspiring environment for employees.
Employee Involvement: Deutsche Bank goes the extra mile by allowing senior managers to select artworks from the collection to decorate their offices. This approach not only provides employees with a sense of ownership over their workspace but also encourages communication and connection among the workforce.
Moreover, the bank uses its corporate art collection to directly recognise the diversity of its employees and acknowledge it's own complex past. With a substantial Jewish workforce in its New York branch, Deutsche Bank is mindful of a painful chapter in its history during the Nazi era of 1938, when many of its Jewish staff were persecuted. Moving forward with a commitment to a zero-tolerance viewpoint on anti-Semitism, Deutsche Bank now prioritises meaningful employee activities designed to cultivate a knowledgeable and secure environment for its team members. One notable collaboration was with the Holocaust Memorial Centre, Yad Vashem, in 2022.
With this backdrop, the deliberate acquisition and display of select artworks – such as Warhol's 'Ten Portraits of Jews of the Twentieth Century' – manifest the power of art to convey a brand's respect and appreciation for its diverse workforce. This art collection choice was particularly astute; Warhol, a famous New Yorker himself, has wide local and global acclaim, while his portraits of Jewish individuals instil a sense of pride within the Bank's staff.
"Employees like to think they are working in a big powerhouse"
All this considered, when writing about the impact the Deutsche art collection had on their employees the International Journal of Arts Management found in 2007, that it truly functioned to boost the team's collective self-esteem: "[the employees] like to think they are working with the big guys and doing big deals, not in some little sleepy bank but in a big powerhouse", with the impressive, considered art collection serving as a symbol of this distinction.
Deutsche Bank, New York City, Image Credit: Lux Magazine
'Ten Portraits of Jews of the Twentieth Century' (1980) by Andy Warhol at the Detusche Bank, New York offices
Image Credit: Lux Magazine
Four Panels from 'Untitled' (1972), by Jasper Johns at the Deutsche Bank Centre in New York
Image Credit: Lux Magazine
4. Sustainable Practices
Finally, nothing conveys respect for one's environment and locality by incorporating sustainable practices into your office/corporate art expansion. Sustainable art goes beyond a passing trend; it represents a commitment to responsible corporate citizenship in the localities a brand branches out to. Hence, in an increasingly discerning world, it is imperative that global brands position themselves as environmentally responsible players in the global market so that as they expand, they are welcomed warmly as a corporate entity.
One crucial aspect of achieving this sustainable approach is to reduce the carbon footprint associated with your brand's art collection. This includes not only the transportation and installation of art pieces but also being mindful of the materials used and their sources. As previously mentioned, while we strongly encourage the support of local artists for your brand's various branches, not only for its environmental and social impact but also for the effectiveness of your localisation, we understand that local artists may not always be an option. In such cases, it becomes essential to minimise the environmental impact when transporting materials and artworks.
This approach involves thorough research and the adoption of eco-friendly methods whenever possible. Notably, the transportation of artworks is a significant contributor to negative ESG (Environmental, Social, and Governance) figures of museums and corporate art collections. ESG is a framework used to assess an organisation's business practices and performance on various sustainability and ethical issues. Therefore, researching solutions at every step of the process, including transportation, is integral.
Consider exploring options such as partnering with a company like ROKbox Loop, as this can be a strategic move. ROKbox Loop offers reusable and recyclable crates on a monthly loan basis. By utilising such crates, businesses can significantly reduce carbon emissions related to shipping, demonstrating a strong commitment to sustainability.
When it comes to eco-responsible art materials artists such as Stuart Ian Frost epitomise this task. Frost specialises in crafting site-specific installations using natural, often foraged, raw materials that have already reached the end of their natural life cycle. Each of his installations is meticulously tailored to its specific landscape, reflecting Frost's dedication to localising art while respecting the integrity of the materials. Drawing inspiration from the local geography and the intrinsic qualities of the materials themselves, he seeks to incorporate elements of the area's culture and architectural heritage into his works.
Frost's artworks serve as a compelling illustration of presenting nature in an unfamiliar yet enlightening manner, encouraging viewers to challenge their preconceived notions about these materials. Through his large-scale sculptures, he artfully integrates patterns and organic shapes to breathe new life into deceased trees, imbuing them with a fresh vitality. When used in a public art setting outside a corporate building, Frost's approach imparts the message to all passersby that this is a brand that cares about the environment, thinks sustainable and is a responsible entity.
Sustainable art localisation is, therefore, a multi-faceted strategy that resonates with contemporary values and contributes positively to a brand's image. It's about choosing art that not only decorates office spaces but also embodies a commitment to a better, more sustainable future. Read more about our commitment to sustainable art practices here.
Artist: Stuart Ian Frost
5. Leveraging a Diverse Team: Artists and Curators
Localising a global art collection requires localising your team. Hence, as expert corporate art advisors at Artelier, we embrace a grassroots approach to art curation, ensuring a meeting of diverse creative minds by collaborating closely with an international team who live and work in the region you're expanding to. By working alongside local artists, curators, distributors, builders, and installers at each project site, we ensure a co-creative approach. This approach is not only sustainable and cost-effective, but it's also integral to our commitment to localisation; it ensures that our collections remain vibrant, well-informed, and diverse.
Notably, our project management remains centralised at our head offices in Bristol, UK. This centralisation ensures that all localisation research is unified under a cohesive creative vision that aligns with the aspirations of our clients, spearheaded by our founder and lead art consultant, David Knowles.
"David’s knowledge and professionalism delivered an inspiring corporate art collection. It perfectly represented the values of our firm and complimented the meticulous design of our new office space." Mary Roser, Numis HQ
The Artelier Process to Localising Art:
1. Initial Ideas - all hands on deck
At Artelier, we prioritise a commitment to originality at every step of our curatorial strategy. With this in mind, we focus on creating utterly unique, culturally relevant art collections that transcend ephemeral trends. As such, following our inaugural conversation with a client, we foster a collaborative ethos within our globally diverse team who will all contribute their unique ideas and expertise, creating a mood board each. This collective brainstorming paves the way for undertaking a detailed research process, culminating in a comprehensive portfolio brief.
2. Detailed research of the locality:
Next, following the initial research phase, we distribute responsibilities among our team members. If a corporate client is expanding into a new geographical area, team members will undertake a meticulous. process of fully comprehending the local environment. Our research takes into account practical aspects such as budget, brand identity and interior design as well as aesthetic elements like artistic styles, art mediums and historical context. This involves engaging with different sources, including: social media platforms, local art auctions, museums, galleries, academia and industry contacts, to craft a deep, holistic picture of the local culture.
3. Cultivating a narrative that aligns with your brand story:
After gathering rich thematic insights, we collaborate with you to curate a narrative that reflects your brand. The optimal goal is to strike a sophisticated balance between your brand ethos and the local cultural nuances, resulting in a collection that resonates with your employees and stakeholders. One example in the past has been our delving into the rich history of the copper trade in Bahrain and how this can subtly fit into the art collection for a client working with copper materials.
4. Final selection of artists
Serving as your "Art Concierge", our specialised corporate art team solidifies the collection by independently assessing artists that fulfil the project aims, managing them also, following our client's approval. Artists are evaluated against a carefully chosen set of twelve factors (read these here), adhered to rigorously in determining an artist's investment potential. This approach values an objective framework for evaluating the various criteria impacting the value of artwork over time, ensuring: originality, high-quality concepts, finesse, cost-effectiveness, integrity and longevity.
N.B. we are especially committed to supporting artists who nurture and preserve traditional methods, demonstrating centuries-old craftsmanship. In doing so, we help to protect endangered practices, thereby contributing to the preservation of cultural heritage. The introduction of these cultural gems into everyday community life is an integral aspect of our representative localisation strategy.
4. Project management and installation:
Following the management and organisation of every detail, each piece of art is installed by our expert technical crew, in a manner that maximises its impact. We will consider factors such as secure transportation, precise positioning, lighting and display techniques as well as long-term preservation, conducted through our art concierge service.
5. After Installation: selling your works & ongoing Support
Typically, our relationship doesn’t end with the installation of your artwork. Rather, we can continue to provide ongoing support through our client service approach. If you'd like project management in curating events, or commissioning artist talks to further solidify your brand identity amongst local and international audiences, we can help.
Similarly, when the time comes that you wish to sell your art collection or pieces therein, we offer expertise in art market knowledge, drawing on our contacts within auction houses and dealers to assist you with the right time and location to do so.
Get in touch here for a free initial consultation.
Raku Ceramic specialist, Peter Hayes has spent over forty years perfecting his craft
Image Credit: Artelier Art Consultancy
Conclusion
In our interconnected global landscape, the twin pillars of art localisation and sustainability are indispensable for a business's prosperity. Adapting to location breathes vitality into a global brand, ensuring enduring success. Beyond the visual allure of art, such as considering light, colour, style and medium in conjunction with your brand values, a thoughtfully curated art initiative holds a deeper significance. The cultural preservation of local, emerigng artists demonstrates a commitment to conserving heritage in an increasingly inclusive world.
As a forward-thinking leader guiding an international brand, your goal is to balance community and employee engagement, sustainability, and financial stability while pursuing growth. Traditionally, investing in artworks that appreciate has been key to the brand's financial well-being. However, a more nuanced approach to art investments is now crucial, emphasising the appreciation of local cultures and avoiding cultural missteps.
Taking inspiration from market leaders like Deutsche Bank - who, with a large Jewish population in their workforce - made visible Warhol's Ten Portraits of Jews in the Twentieth Century (1980), as a poignant response to anti-semitism. Organisations who commit to anti-racism, anti-prejudice, who are unafraid to delve into their pasts, who understand regional dynamics and commit to supporting local initiatives are those who stand out from the crowd.
Thus, the foundation of a meaningful corporate art collection lies in thorough research. This strategy should ideally include sustainability, emphasising the need for mindful resource use. The focus on reducing environmental impacts should be more than a marketing tactic; it should reflect a genuine commitment to eco-friendly practices. Our goal is for your expansion into the local community to be embraced, not alienated. Prioritising eco-friendliness supports successful localisation strategies, fostering mutually beneficial relationships. To achieve this, source art from local artists and upcycled materials, aiming for a diverse collection of styles, mediums, and techniques. Evaluate how artworks are transported to minimise your brand’s carbon footprint.
In managing these aspects, we recommend assembling a professional team of curators with local and global connections. Their dedication should be to discover artworks that not only offer financial potential but also contribute uniquely to your brand's evolving story.
Artist: Jaehyo Lee
Image Credit: Artelier Art Consultancy
Whether establishing or enhancing your corporate art collection, Artelier provides a complete turnkey art consultancy service. From research and negotiation to legal procurement and final installation, our decades of industry expertise ensure a seamless process. Our bespoke art collections resonate with your brand's identity and local culture, striking the perfect balance.
For an in-depth look at our approach to research and corporate art curation, explore our exclusive insight into the management of Investment Bank Numis' art collection.
Alternatively, delve into more projects and insights on our dedicated Corporate art page or gain a broader perspective on our art collection management through our Art Investment page.