The Sign of Art in Business: Italian Corporate Collections for Modern and Contemporary Art

The book 'Il segno dell'arte nelle imprese' (The sign of art in companies), published by Marsilio Arte, celebrates the commitment of Italian companies under the sign of 'Corporate Cultural Responsibility', a new business model that promotes civil, social and cultural growth, highlighting the importance of investing in art and supporting artists.

Conceived by the Confindustria Technical Group for Culture, the project explores how Corporate Art Collections can associate values of creativity, exclusivity and uniqueness with the corporate brand.

Art not only helps to define a corporate identity, but is also a powerful marketing tool, capable of reinforcing a company's brand and products. Moreover, through exhibitions open to the public, investments in art and culture can create a link with the territory, underlining the commitment to sustainability.

The project is part of a broader context related to the art market, which offers significant development opportunities in Italy. In order to fully exploit this potential, it is essential to promote corporate investments in art and culture, supported by effective and stable regulatory instruments.

After a year of work, the book was published in May 2024, with the contribution of prominent figures in the contemporary art world, such as Patrizia Sandretto Re Rebaudengo and Ilaria Bonacossa, curator of the project. An Advisory Board of experts, including Costantino D'Orazio, Marianna Agliottone and Marilena Pirrelli, collaborated on the work.

The publication presents 57 corporate collections of modern and contemporary art, enriched with stories, images, expert testimony and interviews. Almost 250 images illustrate the works of Italian and international artists, from 1870 up to emerging and established contemporary artists.

The book, sponsored by the Ministry of Culture, emphasises the role of Italian companies as catalysts of cultural production and wealth.