The collaboration between art and business stretches back as far as Renaissance Italy and in recent years has expanded dramatically throughout the world. Art for Work is an in-depth study of 40 innovative contemporary corporate, art programs worldwide; the standards of excellence achieved by them provide examples of cultural leadership for the vanguard business of tomorrow.
Art For Work is illustrated with over 250 photographs of extraordinary collections and projects, some rarely - if ever - viewed by the public, including those of La Caisse des depots et consignations, France; Fukuoka Jisho Co., Japan; Nestle, Switzerland; Starkmann Library Services, England; Becton Dickinson and Company, New Jersey; Max Mara, Italy; Vitra International, Switzerland; Hypo-Bank, Germany; Romerbrucke District Power, Station, Germany; and PaineWebber Group, New York.
While some of these corporations have carried on the tradition of building distinctive collections in the office, others have established corporate museums and institute innovative exhibition space in their workplaces; others have created multifaceted outdoor environments as an alternative, to the sculpture garden; still others have initiated joint ventures with civic and government partners to undertake ambitious cultural projects; many have also initiated a dialogue between culture and corporate identity by sponsoring artists residencies and encouraging artists' involvement in the production of business reports, advertising campaigns, and management training strategies. With probing interviews with CEOs and others close to the executives and with a practical guide for launching a fine arts program, Art For Work captures the inspiration and commitment that have led to the success of these programs.
In preparation for this book, Marjory Jacobson traveled to thirty cities in eight countries to explore the most innovative corporate patrons of contemporary art and to study their motivations and strategies. Whether Fortune 500 giants or businesses on a smaller scale, the leaders in the field share one overwhelming characteristic: they understand the value of experimentation, creativity and risk taking. Their art programs, in fact, are an expression of their dedication to innovation and standard setting, a highly sophisticated management tool reflecting enlightened self-interest in the best sense.
The message is clear: the relationship between business and art is mutually beneficial. Business has an obvious and vital role to play in the contemporary art world, providing funding and support. What Jacobson reveals here is the less obvious, but just as vital, role art has in enhancing a corporation: selling an image in the competitive marketplace: promoting corporate citizenship within increasingly demanding communities and experimenting with novel ways to educate and stimulate the workforce. The result is certain to be a more interesting and productive future - for both the art and business communities.
