How Works Of Art Build A Corporate Image?
Works of art help to create a message. For this reason, companies use them to build their corporate image. However, what makes art perform such function? As Anna Theiss, Aurabilia, Art Consulting Company, claims, art speaks to its customer, business partner, user of space. This is a starting point for building a message by company that is based on art. All objects, including paintings, sculptures or photographs, “speak about a given company”, they present its character, set of values, material status, etc. Anna Theiss points out that any company that intends to create its own art collection can do it in two ways. Firstly, it can be given a profiled line from the very beginning. Artists and their works are selected in such a way to favor performance of goals related to strategy and character of business activity. The second option is gathering artworks that, as Anna Theiss claims, “strike the eye”, the ones which are loud and expressive “here and now”, and which are going to define the company and testify to its current patronage in the future. The world of mainstream art (approved by galleries and art critics) is highly responsive to such aspects as “who, with whom”, what is executed and what will constitute a market value. Hence, there is always the risk of mistake.
Art Creates A New Value of Real Estate Projects
As Beata Niemczuk points out, the marriage of art, commercial and residential space is still something new on the Polish market. However, more and more companies tend to invest in art as it performs many positive functions in such interiors. Its presence has an impact on company’s prestige too. Works of art that are spectacularly selected for common areas (it doesn’t always mean high costs) provide investments with a noble, interesting and distinguishing character and their users can easily identify themselves with such projects – explains Beata Niemczuk. What’s more, all actions related to promotion of culture or support of artists are often carried out within Corporate Cultural Responsibility (CCR) [see more: Cultural Business]. Another asset of introducing paintings, sculptures or photographs to company’s space is a positive impact of art on employees. According to the latest research conducted in Great Britain, people who work in the surroundings of art are more creative, focused and productive in comparison to people who work in space with no decorative elements – adds Beata Niemczuk. Art inspires, improves creativity and relaxes by reducing the stress level among employees. Company collections constitute a good investment that may bring benefits. For instance, works of art can be presented to the broader audience by different exhibitions or publications and thus they can increase the knowledge of brand among customers. In case of revitalized buildings with works of art, they somehow create a part of new image that contributes to their new market value – adds Beata Niemczuk.
To Create A Collection
Companies more and more frequently entrust experts with the performance of their collections. The example of company that helps corporate clients in this process of creating, supports the investment strategy as well as the purchase of works, is Aurablia. This is the first art consulting company in Poland. When we work with a corporate client, we start with a careful recognition of company's main assumptions, goals and the role of art in such space (the most frequent tool is a strategic workshop). The crucial element of our work is consultancy in the field of internal and external communication (including clients and their business partners). Art should constitute an investment value. We concentrate on art for gallery and institutional purposes rooted in the art market so that they can be put up for auction and the result may turn out to be really satisfactory – says Anna Theiss.
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Anna Theiss and Beata Niemczuk are the founders of Aurabilia, Art Consulting Company. They’ve been operating as the experts in this field for over 15 years. The list of projects executed by Anna Theiss and Beata Niemczuk includes: the Office of the President of the Republic of Poland, National Museum, Adam Mickiewicz Institute, Polish Institute in Düsseldorf, corporate foundations, investment funds, editorial groups, developers from premium sector, known legal offices and architectural studios. |
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