Common Artistic Denomination is a registered trademark. DAC highlights the added value that creativity can give to a business, seen under the profile of sharing. The artist becomes a sponsor of ideas. DAC intends to create a network and draw up a manifesto to which anyone who shares our ideas can ad here.
The artist can create added value for the business. Art can make us see the world in another way. It is an exercise of vision, an exercise of thought. It invents new points of view, not conditioned by the world of consumption, of markets, of success. Art moves us to one side to make us see things differently.
Here we have a round table with very different situations that can appear to be opposite: on one side the visionary artist who thinks of impossible things, on the other the concrete world of production that makes useful things, things that are needed. But even to run a business, to make products, concrete things, you need invention.
We live in difficult times, of crisis at all levels. There is an economic crisis, but also an existential crisis, a crisis of ideas, a crisis of imagination. The crisis is never solely economic. It crosses the contemporary individual at all levels.
A fundamental linchpin of this event is the bicycle. We have here certain figures who are involved in the field. They are active supporters and producers of bicycles, in its most evolved, most eco-friendly, most avant-garde form. The bicycle has also become a bit of a challenge for artists.
Here we wish to ask ourselves how two such distant worlds as that of art and that of business can bring together their experiences and their projects.
In making business, that the world of economics and production be touched by art is very important, especially in these times. In Italy we are at an advantage because we have some great artists. Paying attention to the dialogue between producers and artists means demonstrating an openness to finding solutions together not only to the practical problems of reality but to all aspects of life. Art is life.
The artist gathers the substantial point of every situation and art is an open resource that serves to construct and to reconstruct. The artist works on intuition, on fantasy, on creativity and makes something which is beyond all professions in that it anticipates things and situations. Even if at times it seems that there are no solutions, the artist can give his answer.
It is now clear that the added value is the value of the other’s thought and of what unexpected things produce in coming together and in the structure of events.
What we want to propose is that world be seen differently, from another point of view, but we have to find the means of showing it in a different way.
We artists always want to make art. The problem is how to produce it For many years, with Woulways and with D/A/C and now with the project of the school for art directors that I am setting up in Nantes, I have chosen to give an answer to these needs. This encounter today was thought up firstly in order for us to relate among ourselves and to relate our projects.
“Common interests” must be introduced into the notion of the immaterial process. Profit is transformed, it is no longer a material profit, it is of another nature that can include too the notion of experience, of loss and of belief.
We find ourselves today in a deeply accelerated world; everything is in continual change, a change, because of the overlapping of things, that is out of control. So this reflection on “reinventing” seems even more urgent in order to allow everyone to continue to participate in the life of society, to continue to confront it with other rival societies.
In the relationship between the two fields, art and production, there is a shifting of energy. This is a very interesting phenomena, the dividing line between the different structures (with different potentials) has to be established again and again.
What is the relation with time and identity? The functionality of art is to try to survive, keeping elements of humanity in time. Our society is always absorbing. Some older processes of communication are disappearing. New ones are coming out. Now we are totally immerged in the digital……
What I like in art is complexity and I know that survival is based on complexity. Once complexity is gone – and economical laws are simplifying the world – the world is in danger. Artists have this power of provoking complexity.
The distance between artists, producers and consumers is smaller than it used to be. Today we are more open, we are coming closer together and we find new solutions for our projects.
These meetings aim at creating a network between art and production.
Some questions to start : What will be common aims for artists and companies? What benefits could both have from cooperation? Which role can artists play in achieving those common aims, especially towards the aims of companies? Which conditions are necessary for cooperation? How does the process start? What can we do to stimulate those processes?
To be ready to change in terms of culture is the real problem of our time. As soon as something is new it creates a psychological impact. We have to get used to things that are new. Also in today’s economical framework we have to face this psychological impact. We are facing he way people can get used to innovation.
What does this idea of the artist as sponsor represent for you – the artist who no longer wants to be an isolated artist but one who communicates for an enterprise, for example? What do you think of the possibility that this project could lead to a common enterprise? For what reason did you choose to unite two such important, unique passions, that of being the head of a big company, of being great characters of action and reflection and that of art with the attempt of uniting passion for art with business? What is art for you within your everyday life?