Lecture "Brand space for art:
How and why companies create corporate collections, cultural centers and art institutions" Automatic translate

November 22 at 19:00

The first corporate art collection appeared in the XV century. Today in the world there are more than 600 meetings owned by companies. Where are the largest of them? What principles guide the business in collecting? Who makes bets on geometry, who is attracted by young and only promising masters, and who prefers masterpieces from famous authors? Some companies do not just collect art, they create entire art institutions with intensive exhibition and educational programs. Which of the brands was the first to take this path? How independent should institutions be from a corporate founder? In addition, as part of the lecture, we will explore a relatively new phenomenon of brands launching cultural centers with temporary exhibitions, festivals, fashion shows and concerts. Participants will be able to learn about the projects of such brands as Cadillac, Cartier, JPMorgan Chase, Louis Vuitton, Vans, Prada, Red Bull, Ritter Sport, Zegna and others.

About the lecturer:

Anastasia Elaeva, Head of Corporate Communications, International Grayling PR Agency. In this role, she is responsible for the development and implementation of communication campaigns for international financial organizations, corporations and embassies. He studies the interaction of business and culture. He is the author of the international study “Brands and Art: How to Make Creative Partnership Effective” (analysis of more than 40 global art initiatives of companies and interviews with experts on best practices and trends in art collaborations). Published in Forbes, Rusbase, VC.ru, Communications Director Magazine. She worked in the strategic communications agency VOX Global (Indianapolis, USA), the Indiana Chamber of Commerce (Indianapolis, USA) and RIA Novosti. She graduated from the National Research University Higher School of Economics with a degree in Political Analysis and the Media, and received a master’s degree in public relations from Ball State University (USA).