Art and business: how do they fit together? One answer could be corporate collections, which make an important contribution to companies, employees and the public. Companies like to promote how open, creative and versatile they are. Image brochures from a wide range of industries are peppered with these slogans. But how do they translate into a culture of values that is actually lived? And how can this be credibly communicated both internally and externally?

Art could be one answer. For example, in the form of corporate collections. Many companies have discovered this opportunity - and are supporting their communication strategy by acquiring and exhibiting works of art. 37 of these companies are members of the Corporate Collecting (ACC) working group of the Cultural Committee of German Business. "Art collections enhance a company's image," says Min-Young Jeon, a consultant in the field of fine arts and corporate collecting. At the same time, art collections are part of a company's social commitment. Depending on the quality of the collection, it also becomes an object of value and investment. Companies usually have separate departments for the care and acquisition of individual objects. The type of artwork that

„Bei Ausstellungseröffnungen von Unternehmenssammlungen kann man sich untereinander vernetzen“, sagt Min-Young Jeon vom Kulturkreis der deutschen Wirtschaft.

is part of a company's own collection is often, but not always, derived from the company's business activities. The European Patent Office, for example, exhibits works by artists from all over Europe with a focus on science and technology. The internal collection of the Stadtsparkasse Düsseldorf focuses on art with a connection to the Düsseldorf region, including works by the artist group ZERO, Bernd and Hilla Becher, Thomas Ruff and Katharina Sieverding. The works are on display in offices, meeting and event rooms, and branches. They can also be seen in public spaces, such as Beat Streuli's work on the façade of the main branch of the Stadtsparkasse Düsseldorf on Berliner Allee, or a bronze sculpture by Henry Moore in the Hofgarten. For its external collection, which is housed in the Kunstpalast, Stadtsparkasse Düsseldorf primarily purchases contemporary photographic works. According to the bank, Fritz Kulins, who was chairman of the board at the time, was instrumental in setting up the art collection in the 1970s. For him, the idea of savings banks for the common good was linked to bringing art into society. It is an idea that has endured to the present day - and one that is also intended to involve the workforce. Employees can choose works of art for their offices or take part in occasional talks with artists or guided tours of exhibitions. For many other companies, art collections are designed to look inwards - and outwards at the same time.

In 2023, Sparkasse also supported the exhibition “Made in Düsseldorf” at the NRW Forum, which featured Donja Nasseri, among others.

"Art stimulates the creativity of employees," says Min-Young Jeon. "It also serves as a means of communication. Exhibition openings of corporate collections become events where people can network with each other." What is more, art in the office can be a great conversation starter. So why not start a meeting by discussing the painting on the wall in a relaxed atmosphere? One particularly prominent and extensive collection is that of Düsseldorf patron Gabriele Henkel. In 2016, part of this collection was displayed in the exhibition 'Henkel - The Art Collection' at Museum K20, making it accessible to the general public. The widow of Konrad Henkel, grandson of company founder Fritz Henkel, had amassed several thousand works for the Group before she died in 2017 at the age of 85. Her collection consists of high-calibre works by international artists and ethnographic exhibits from all over the world. Located almost exclusively in the rooms of Henkel's headquarters in Düsseldorf - in offices, corridors, canteens and conference rooms - the collection fulfils one of Gabriele Henkel's most important goals, according to the company: to make art accessible to employees and to promote their motivation and creativity. •

TEXT ELENA WINTER
PICTURES PR, Michael Lübke / tadtsparkasse Düsseldorf, Kulturkreis

Widening the view