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ART VALLEY: Art, finance and new marketing tools
The Art Valley project was launched in 2000 by the Milan based BVE Institute (Banca Virtuale Europea) in collaboration with AssoInternet and the Town Council of Florence. An inaugural international conference ‘Art Valley. The Marketplaces of Art’ (“Art Valley. I marketplace dell'arte"), was held in November 2000 in the Palazzo Vecchio’s Salone dei Cinquecento and at the Fortezza da Basso in Florence. This was followed in July 2001 by a conference entitled ‘Works of the Intelligence’ ("Le opere dell'ingegno") at the Villa Vecelli Cavriani in Verona, and another debate, ‘Communicating art. Communicating Italy’ ("Comunicare l'arte. Comunicare l'Italia") at the Palazzo Vecchio in November 2001. These gatherings were the precursors to the international symposium ‘ART AND FINANCE’ ("ARTE E FINANZA") held in Florence in April 2002.
All of these events were widely supported and well received, underlining in the process the enthusiastic recognition of Art Valley’s novel approach to the intersections bewteen Art, culture, new technologies and finance. Novel though it may be Art Valley believes that it is simply developing a series of relationships first remarked upon during the Renaissance. Today, thanks to new information technologies, the close relationship between Art, science and mathematics can be re-explored in ways that make marketing (or the ‘art of marketing’) something of cultural and even historical significance. The initial aim of the Art Valley programme was to recognise the Italian and the European artistic and intellectual capital as valuable assets that could be further and better exploited by a fertile exchange between art, finance and technology.
The importance and relevance of cultural or intellectual capital has never been doubted, and it has become a flourishing commercial sector. Businesses specialising in the marketing, the digital re-production, and the warehousing of public and private works of art have sprung up in many Italian cities (primarily Florence, Milan and Rome), but as a result of this vibrant commercial activity it is even more vital to question how art heritage, conservation, multimedia resources, arts on-line, and the financial sector can be integrated to the benefit of all. Italy now stands as a major contributor to this debate. Currently, Art Valley Association is highlighting the contributions that new marketing tools are bringing to the Italian art heritage – a sector that is (according to CNR, the Italian national research institute) responsible for over twenty thousand companies. Other current projects in the Art Valley programme are: - Innovative financing proposals to provide for the restoration, sponsorship, and management of a valuable cultural and architectural heritage. Art Valley is providing a forum for this debate.
- Art Valley provides access to information and services about public and private businesses involved in the culture and heritage sector.
- It promotes the cross-exchange of ideas between companies in the cultural sector and those involved in new information technologies and finance.
- It runs educational and communication projects
- It carries out consultancy work aiding companies to better exploit the opportunities to be found at the intersection between art, culture, new technologies, communication and finance, in particular with respect to art sponsorship and fundraising.
- It suggests new means of marketing art and culture, by bringing together
businesses, institutions, museums, and advertising firms with the aim of
promoting and exploiting this heritage.
Some of the numerous and varied Art Valley activities of the last few years are: The Theorems of Milan (“I teoremi di Milano”), Milan, 2003 – educational courses concentrating on the industrial and cultural history of Milan in early twentieth Centerior of Milan, designed for executives of Milan-based financial and telecommunication companies; The Pre-Monetary Bank (“La banca premonetale”), Milan, 2003 – the publication of a book on the results of research into the earliest forms of coinage and monetary economy in ancient Mesopotamia, in collaboration with an Italian bank and leading international cultural institutions such as The British Museum and The Smithsonian Institute; A Voyage through the Renaissance (“Viaggio nel Rinascimento”), Pesaro , 2004 – for two summer months a shopping centre-based cultural event aimed at bringing the contents of Renaissance art, culture and history to a wider public; Italy, Art, Books (“L’Italia, l’arte, i libri”), Milano, 2005 – a project aimed at promoting the art and cultural heritage of Italian cities as well as significant art events, in collaboration with Milan’s Libreria Rizzoli (Rizzoli Bookshop) Art and Culture (“Arte e cultura”), Bergamo, 2005 – the publication of a magazine about Bergamo’s artistic heritage and other cultural events, distributed at the leading supermarket chain Iper; Masterpieces of Art in Shopping Centres (“La grande arte nei centri commerciali”), Bergamo, 2005 – the promotion of the exhibition "Cézanne, Renoir. 30 Masterpieces from the Musée de l'Orangerie" in four outlets of the supermarket chain Iper. ART VALLEY ASSOCIATION: Art Valley became a not-for-profit organisation in 2002. Membership of Art Valley Association places your business in the centre of a network of like-minded companies dedicated to sharing experiences, services and information in the field of ‘art business’. THE TEAM
Alberto Cavicchiolo Director, Project Manager
Francesca Bruni President, PM, Website Editor
Federico Piazza Administrative Co-ordinator
Giancarlo Magnaghi Research Co-ordinator
Mark Dawson Volunteer Press Officer
Anna Arenti Volunteer Assistant to the Team
Cataldo Cresi Volunteer Assistant to the Team
Macramé Website Designer
For information contact us on info@artvalley.org or call 00 39 (0)2 87388665. |
