Art, a driver of performance in business
Beyond the artistic aspect, this type of performance aims to give messages, products and services all the shine they deserve. Indeed, it is an accepted fact that art and business exchange and build together. A relationship that should not just be a passing fad. Art can give meaning to the communicating business, nurture the employer brand, bring innovation to the product, and offer differentiating communication. For culture, it is also an opportunity for new channels of dissemination and openness to different audiences. Exchanges must be demystified, and the objectives of both parties must be clear so that each can benefit from this collaboration.
For well-being in the workplace
The meeting of art and business has an impact on teams. Employees will develop an understanding of creativity that will allow them to respond to unprecedented client demands. Another benefit is the fun! There's pride in co-creating a work of art, in discovering a world that employees don't know. Ultimately, this leads to business performance!
Well-being in the workplace can therefore be achieved through the contribution of culture, a tool for developing motivation, cross-functionality, a sense of belonging, innovation and creativity. An exhibition or a corporate collection can take a dynamic and very productive form if accompanied by innovative actions. Art collections on-site are not just for decorating walls. Beyond pleasure, emotion and discovery, numerous initiatives can be put in place: meetings with artists, art history lectures, artistic workshops, talent days, mixed acquisitions (employees and professionals), etc. There is a strong trend towards mediation and interactivity with employees to allow for better ownership of these actions.
The artist's residency is also an enriching experience for employees. Establishing a long-term dialogue with an artist who creates work on-site helps to foster creativity. An immersion in the company for the artist; an immersion in contemporary art for the employees.
In terms of workshops, more and more companies are welcoming their new employees with creative team-building workshops led by artists, during which they can reflect on and express their vision of the company in an innovative way. These workshops allow for a different way of thinking about management themes and foster cross-departmental collaboration within the company.
Art, a vehicle for change
The artist is a formidable vector for detecting weak signals in a paradigm shift context. Art develops tools and practices that can be useful for management.
By involving artists in the company, the organisation holds up a mirror to its internal structures, allowing for a step back, an alternative, critical and enriching perspective.
Companies and artists work with different operating methods. Whereas a company tends to fix processes into duly validated logical tasks, the artist, by nature a «spanner in the works», questions, tests, provokes, can highlight the dysfunctions around them and brings a sensitive and offbeat perspective to them. The artist's strength lies in their questioning. And it is in this that the artist is useful to the company.
The artist's intervention brings a dual expertise: their ability to imagine all possibilities, to bring forth ideas, and their ability to envision their realisation, to structure impressions. The artist draws sustenance from the company, and in return, the company draws from the artist's vision of it. From the artist's performance will spring a new lever for performance for the company and its employees.
Product innovation and premiumisation
Today, in an increasingly competitive market, brands must constantly renew themselves and stand out. Through cultural strategies, they can stage their story, build their image, and move beyond their «consumerist machine» persona. Asking an artist to customise or reimagine a product makes it unique and more impactful. An artistic signature on a manufactured product creates surprise, desire, and piques consumer curiosity. It also significantly contributes to the goals of premiumisation and driving footfall to the point of sale.
For example, it is no longer uncommon to create special editions for seasonal events, such as Christmas. These editions generate additional sales and provide an extra peak in communication. To stand out in cultural initiatives, it will be more important than ever to be mindful of the choice of artist and the consistency of their work with the company's objectives and target audiences. Beyond these artistic collector's items, many luxury boutiques are becoming exhibition spaces for artworks amid their products.
Art thus becomes a new driver of “storytelling”: it is artists who are asked to tell the myth of a company or a brand.
Nurturing brand culture
Art is an excellent way to stand out from the competition, to be in tune with the times, to give meaning and to highlight brand values. Many cultural initiatives enhance the brand's history, its DNA and its culture. For example, the «Audi Talents Awards» highlight the brand's creative and innovative potential through a competition for young creators. In this way, the company has been able to reach a new target audience of art enthusiasts, has also benefited from enormous media coverage (including internationally) and has seen its reputation amplified tenfold.
Many brands have successfully grasped the potential of these new collaborations. Nowadays, to stand out, one must not only innovate but, above all, ask the right questions, strike the right tone, and find that little «extra something» that will ensure the project's success. It is therefore essential to identify the company's needs, define the objectives and target audiences, and then determine the strategy, the choice of artists, and the communication to be carried out both internally and with priority targets. Another key to the success of these initiatives is to invest as much in cultural action as in communication surrounding it: events, press relations, public relations, media buying, etc. A communication strategy specific to the cultural domain must complement the usual strategy.
How to do it?
These steps seem obvious. However, we too often observe a contrary approach that lacks coherence with the various objectives. To have the necessary perspective for the success of such operations, it is essential to be supported by professionals in art and/or communication. At a time when a company must be accountable to its shareholders, employees, and clients, culture in communication must, more than ever, correspond to a real strategy…
Fortunately, Street Designers is not like other agencies, as it was founded and conceived by artists from the industry who are well placed to meet the demands and needs of the arts sector.
If you too want to set up an artistic activity in your company, contact us!
