The Worldwide Business Innovation Arts Center
Creating and Arts Center that for each prized company creates ONE MASTERPIECE which has a WORLDWIDE EXPOSURE which lets people know, through universal art, which one is the chosen company (brand and product).
A small art center is created in order to: 1) Select THE company to reward 2) Create a smashing and awesome masterpiece through contemporary artists that signal both the company's brand and the product / service all over the world, in a cool recognition response to their contribution to society.
Christo and Jean Claude. Wrapped Reichstag, Berlin 1971-95
The target audience would be: consumers (to make them conscious on the value of innovation), employees and executives (to open their eyes and their minds to integrating and innovation thinking framework on the daily work)
How does your concept celebrate, identify or inspire for-profit businesses that act as agents of world benefit?
There is no other better way to become global than having a group of artists creating a smashing communication and arty campaign, with a worldwide scope. A masterpiece that will be immortalized for good. A masterpiece with its place in history. A masterpiece that breaks the mind of many to say: 'hello this company is doing great things for the world'
How will your concept help us create or leverage stories of world benefit that are sticky and shareable?
This is for the artists to decide how to communicate this. Art pieces can move or take different forms in different places of the world, and the local broadcast media and press around them are powerful tools to give out stories, in a remarkable and memorable form.
Here's one example of a public exhibition that had visibility all over the world:
Another interesting case study is the initiative that the Barcelona Town Hall together with Gallina Blanca, a manufacturer of pasta, made to create awareness of a traditional Catalan Christmas dish among tourists and citizens. In this case they used 'design' in public spaces (and not art), and the impact was tremendous. They build a giant sculpture of the pasta 'Galet' (a type of pasta Catalans use for the Christmas Soup) and placed it around the city.
The Art's Center may produce exhibitions for existing art spaces (rotating Worldwide), such as MOMA in NYC or the Modern Tate in London, or may use public spaces, or other unseen spaces (i.e 10 minute short film projected before a cinema movie starts, or simply a song); and it is up to the artists to define the form and space. The Art Center would leverage on the variety and freedom of thought of art, rather than on physical infrastructures.
Exhibitions could have an open collaborative space with the audience, or could even make the audience be part of the exhibition itself in order to create a memorable and lasting experience on the audience. One example would be the exhibition made by contemporary artist Joan Morey, in Barcelona, whose subject was around the 'clubbing lifestyle' and part of it were hundreds of people who were clubbing live in his art space without being aware of it, while being seen from an outer space from people watching the exhibition.
What will it take to scale your concept so that its reach is global and widespread?
I believe some agreements need to be done with governments so that there are special permissions granted, as a way to contribute to the worldwide cause. Some initiatives are already done worldwide for rising cancer awareness, for instance.