Three 2-hour virtual roundtable Sessions starting June 1st

Chairman or Expert of the event:

Ms. Agathe de Rocca-Serra, Contemporary Art Consultant

After Agathe’s professional life has always been divided between business life and cultural world.

After History and literature education, she decided to study marketing which seemed much closer to everyday life and kept her passion for books, museums, theatre and dance for spare time.

Having practised and taught marketing for a few years, she discovered the vivid contemporary art scene in London in the early 2000 and concluded that it was the best way to conciliate her passion for culture and contemporary concerns.

She organized talks and visits about contemporary art and cofounded Eidos art in London, a consultancy helping architects, promotors and councils to work with artists in public art projects. Moving to Italy where contemporary public art was not so familiar to the public, she pursued to explain art to different publics and collaborated in companies’ seminars, illustrating different business topics with art works in the prolific Italian context.

These experiences convinced her that artists could take part in the economic life, not only as cultural agent but as protagonists of progress! However, it’s necessary to involve somebody you could be the translator of these two very different logics and make the collaboration happen.

Back to Paris, she decided to explore the artistic world for companies, organizing visits, talks and events for whom who want to discover the contemporary art scene as a mirror of our society and take out creativity and inspiration from it.

She is happy to set up with Hyphenity this program putting together artists, scientists and companies to point out how they could collaborate in efficient way.

Objectives:

1. Understand why a company would like to integrate an artistic project in its innovation process and what are the motivations of an artist to be involved.
2. Define the conditions of a successful collaboration: What kind of objectives and how to evaluate it?
3. 3. Discuss what will be the future of this trend and how it could be developed? What kind of structure will be most appropriate to collaborate with artists: fab lab, clusters, universities or companies

Brief Description:

Artists are “the new business leaders”, provokes John Maeda, internationally recognized speaker, in his book “Redesigning leadership”.

They can challenge the company about its practice, know-how and technology, delivering different points of view to the company’s innovation process.

Artists are not only dreamers but doers.

Artistic interventions provide new ideas but not only. Their collaborations with engineers, designers and makers give birth to innovative tools. For example, the Lab Art et Sciences in Grenoble developed with the beat dancer Ezra an interactive glove which increases the power of his voice through the space. Ezra and his orchestra used the glove for a spectacular “bionic” show, and the lab studied how to develop this augmented reality technology for home automation, video games or disables environment.

Collaborations happen also inside companies without the intervention of research structures. In 2015, some artists were invited by French companies to develop artistic projects in situ. One of the managing directors explained that it was extremely challenging to provide time, technology and knowledge to satisfy the artist’s requests but at the end, all these efforts were paying off, creating an element of differentiation in front of the competition with the opportunity to generate a 4 to 5 million of additional revenue in 5 years.

Artistic contribution does not support only technical innovation. In the era of service experiences, the technological progress is not anymore sufficient to be different from competitors and the key words are creativity, emotions and individuality. These new values resonate perfectly with the world of Art and our “new business leaders” bring successfully their unique approach to worlds of luxury, management and services.

Many collaborations have occurred recently and through different testimonies we will examine the conditions and results of these successful partnerships.

During the three event episodes the following issues will be addressed:

• How artists are different thinkers and collaborators?

Why a business company would like to collaborate with an artist and how can it be efficient in the innovation process of the company?

• How artistic collaboration can be developed in technological field but also integrated in services or management innovation?

What kind of competences the artist can bring to the company?

• Is it an experience for a few arty knowledgeable business people or can it be experimented in any innovation oriented company?

What are the different ways to collaborate with artists?

• What will be the position of the artist when he takes part in a new development?

Is defining the copyrights and other intellectual property in this partnership a challenge? Does this form of collaboration a trend for the future? Does it need special structures? Fab Lab for example, clusters or hubs?

Target Audience:

Innovation and R&D Directors, Business Development Managers, Strategy Directors, Marketing Managers

Meeting Date(s) and schedule:

June 1-6-8 2017, from 17h00 – 19h00 (05.00-07.00 pm) (Paris time)

Introduction of Speakers will be provided shortly

Agenda:

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