L’impatto dell’arte
The impact of the Art. Research on contemporary Art and business strategies, a volume edited by Giulia Pordd and published by Post Media Books, maps possible scenarios to jump-start the Art sector and the economy, through the voice of 21 authors.
The impact of new technologies on cultural organisations requires the adoption of a languageand a range of resources to be developed through cooperation with businesses; similarly, the economic, social, and political dynamics of companies are in need of undertaking a radical change, by addressing the logic underlying their own strategies.
To invest in culture and artistic research, as well as in technology, represents a strategic asset for companies in need of strengthening their image, role, and competitiveness. This turn is even more crucial in the context of a market increasingly complex and receptive to social and ethical responsibilities as well as to the actual impact of products and services on the community and on the environment.
THE ENHANCEMENT OF THE CONTEMPORARY: EXPERIMENTS, AUTHENTICITY, AND DIGITAL EXPERIENCE
How can cultural institutions imagine a sustainable development suited to the changes of the technological society? What is the role of museums, gallery owners, collectors and digital platforms in promoting and enhancing research and artistic production?
How to protect the rights of artistic works produced with new technologies and thus characterised by codes diverting from the traditional ones?
THE COMPANY’S STRATEGIC ASSETS: DESIGN, ART, AND CREATIVITY
Can Art, Fashion, Design and all forms of human creativity revamp the competitiveness and value of companies that care about the well-being of society?
Whether it is a matter of establishing international system of museums within corporate headquarters, of promoting renovation projects, young artists, history, craftsmanship tradition, or of relaunching a brand by leveraging in Italian design and lifestyle, the possibilities for a company to promote culture are countless.
THE “PLATFORM SOCIETY” FROM THE ARTISTIC PERSPECTIVE. TECHNOLOGY, ACCESSIBILITY, AND COMMUNITY BUILDING
How to entice a collector to buy a work online? How to educate different audiences through immersive digital experiences, and how to present an exhibition or a digital collection? Whether it is about informing, educating, narrating or selling, it is not possible to ignore the codes of communication and digital marketing. Digital strategies make Art interacting with new technologies, by increasing the relationships and expectations of users, visitors, new digital audiences.
THE CONVERGENCE OF PROFIT AND NO-PROFIT. PARTNERSHIP AND SYNERGIES AS A KEY FOR DEVELOPING CULTURE
The fourth chapter focuses on the combination of profit and non-profit spheres to the benefit of the Art and Culture sector. The new ecosystem constituted by cultural and creative businesses requires the adoption of new approaches and methodologies. In the context of the new cultural policies set by the 2030 Agenda, issues such as public-private synergies, 4.0 patronage, and international cooperation have become priorities, and define new models of innovative management and sustainable development of the Arts and Culture sector.
ACCOUNTABILITY AND SUSTAINABILITY. NEW GOVERNANCE MODELS
The fifth chapter discusses issues such as impact economy, social innovation, sustainability and CSR, through the new hybrid models developed for the Contemporary sector of Arts and Culture. These spheres have a pivotal role in building a fairer and more inclusive society with ever greater incisiveness. Faced with environmental, social, and economic challenges, we need to rethink the role of organisations, their impact on society, and the role that culture can play in fostering a “new order” based on accessibility, social justice, and sustainable development.
The volume includes the contributions of:
- Giampaolo Paci, Director of Paci Contemporary, Brescia;
- Elisabetta Barisoni, Head of Ca’ Pesaro Museum, Galleria Internazionale d’Arte Moderna;
- Federica Minio, Lawyer at Morri Rossetti e Associati, Milan;
- Giorgio Fasol, Collezione Agi Verona;
- Sergio Buttiglieri, Style Director of Sanlorenzo Spa – Yacht Division;
- Riccardo Bisazza, President of Orsoni Venezia 1888;
- Valentina Spagnuolo, External Relations Manager at Art Forum Würth Capena, Rome;
- Decio G.R. Carugati, Journalist, historian and design critic;
- Paolo Giulierini, Director of MANN – National Archaeological Museum, Naples;
- Lorenzo Uggeri, Founder of Kooness;
- Nicola Maggi, Founder of the Tiffany Collection;
The volume includes the contributions of:
- Luisa Catucci, Founder of Luisa Catucci Gallery, Berlin;
- Claudio Bocci, Federculture;
- Alberto Cavalli, Director of Michelangelo Foundation for Creativity and Craftsmanship;
- Luisella Molina, Director of Spinola Banna Foundation for Art;
- Paolo Fresu, Musician and Artistic Director of Time in Jazz;
- Nicola Tedeschi, Head of Corporate Sustainability and Responsibility, Cattolica Assicurazioni Group;
- Agostina Zwilling, Artist and Founder of Italian Felt Academy;
- Mario Calderini, Full Professor, School of Management, Politecnico di Milano and Director of Tiresia Research Center for Impact Finance and Innovation;
- Mauro Del Barba, President of Assobenefit;
- Massimo Biava, Cardelli & Fontana Gallery;
- Mirco Marchelli, Artist.
Cover design: “An echo of flowers, 2020”, Mirco Marchelli.