Art: Art For Business Forum 2010

Art For Business Forum 2010: Beautiful, Fair, Effective. Transforming Organizations Through The Arts

October 22nd – 24th, 2010
La Triennale, Milano

BEAUTIFUL, FAIR, EFFECTIVE. Transforming organizations through the Arts is the title of the Art For Business Forum third edition, a great appointment where arts, culture and the world of companies interact. It will take place from the 22nd to the the 24th of October 2010 at La Triennale di Milano.

This year the Forum – organized by the non-profit association Art For Business – has been enriched with more studies, experiences made directly on field, theorical considerations and a growing sharing thanks to a wider and wider network and the important partnership with the Fondazione La Triennale di Milano.

Special guest will be Howard Gardner, phsycology scholar and head of the Harvard Project Zero, well-known to the public for his theory of multiple intelligences and considered one of the one hundred most influential intellectuals of the world, will be the.

In a time of strong economic, social and cultural discontinuity, as the one we are living, Art For Business Forum 2010 suggests the contribution of arts and culture as a strategic resource for organizations – either companies, territorial, cultural or non-profit institutions – in order to wonder about new possible solutions. For this reason the Forum suggests three open questions to build a thinking platform:

What kind of contribution do arts offer in order to develop the new skills requested by organizations to face the future?

In which way can cultural institutions become permanent learning places?

How is it possible to figure out a sponsoring model, which could produce value for the organization?

THE SCENARIO

The global economic crisis could become an opportunity for us. From History we learn that crisises are necessary as times of growth: as it happened in 1929 or in the second postwar, the old developing models are challenged and new ones are built. In the past culture has been one of the keystones leading countries out of the abyss. Therefore the only way to get out the crisis of the last few years is that of creating a project set on arts and culture. Organizations need to give up the logic of the linear cause-effect thinking in order to face the analysis in a trasversal way. Only in this way the contribution of arts and culture will be clear: culture is innovation, development and growth and, this way, an answer to insecurity and intolerance.

THE CONTRIBUTION OF ARTS

Art For Business puts out the issue that arts are the way which can help people to provide themselves of those new skills that will lead them to create innovation.

Contemporary organizations work in complex context and need people who are able to learn quickly, to build around themselves a network of relations to share knowledge and draw information. The Forum wants to suggest a reflection on the contribution that arts can offer to organizations and their people, in terms of knowledge, abilities and the management skills, which create a competitive asset.

MUSEUMS AS PLACES OF PERMANENT LEARNING

If culture can take this new role, therefore museums can be seen as strategic contexts where the relationship with arts can be an essential contribution to the organizational learning. The acknowledgement of this value foreshadows the definition of new partnerships which would overtake the concept of sponsorship: museums, together with companies, can become operative characters of our economy’s process of transformation.

FROM THE FUNDING TO THE INVESTEMENT LOGIC

Art For Business Forum 2010 is an opportunity to debate on the advantage of investing in the cultural field.

It is necessary to move from a “financing culture” logic to the one of the mutual investement. Today the true topic is to analyse items, which make up the profit of an investment, first of all the symbolical capital which is the base for the birth and growth of a social system, made by the individuals’ growth. The milestone is exactly the emphasis put on human resource: arts represent an extraordinary instrument because they support the development of those essential abilities, which will help us to face the requests of the world we live in.

Art For Business
Via Ariberto, 21 – 20123 Milano, Italy
info@artforbusiness.it
tel. + 39 02 58112940

info and programme: http://www.artforbusiness.it

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