An artistic symbiosis
Marketing Is art suitable for Markom? Studio Achermann brought in photo artists for the Zumtobel Group.
Marketing Is art fit for the market? Studio Achermann brought in photo artists for the Zumtobel Group Until the mid-1970s, art was still the domain of the class struggle movement, but the gulf between art and commerce has now shrunk to a self-quotation. The prejudice that money corrupts art seems as outdated as the romantic image of the artist as the last hero, who is alien to any kind of market economy thinking. international corporations have long since used art and culture for marketing purposes - in Switzerland, mainly as art quotations, in sponsoring or as part of CI, such as art in architecture.
Newer forms of cooperation between contemporary artists and Markom, such as the Schweppes campaign by British photo artist Alison Jackson, are rare in this country. This is despite the fact that the productive interaction between art and commerce in their core competencies of trendsetting and innovation is obvious. Sponsorship expert Elisa Bortoluzzi-Dubach likes to provoke communications officers with the question of whether the economy is legitimized to adorn itself with spirit thanks to money. And points out with pop artist Andy Warhol how obsolete this question of legitimacy is today. Warhol himself quoted: "Some company recently was interested in buying my 'aura'. They didn't want my product. They kept saying: 'We want your aura'. I never figured out what they wanted. But they were willing to pay a lot for it."
Expression of avant-garde and technical perfectionThe Austrian lighting group Zumtobel spends a lot, if not a fortune, on its annual reports, which have been designed by international artists for 14 years. In contrast to comparable projects, where the collaboration only pursues identity-creating purposes at management level, this year the artistic collaboration at Zumtobel has also been integrated into the brand communication. Under the title "Light Faces", Zurich-based Studio Achermann commissioned three renowned photo artists to create portraits of the Zumtobel Group's employees, thus drawing an extraordinary arc of tension between the internationality, creativity and innovative capacity of the people behind the brand. Achermann has already won several creative awards with his annual reports, including one for the Federation of Migros Cooperatives.
Beda Achermann: "We deliberately chose the medium of photography because it ultimately represents the pure manifestation of light." men.
Despite the diversity of styles and handwriting, the project expresses the positioning and core values of Zumtobel's three brands (Zumtobel Staff, Thorn and TridonicAtco): while Paul Graham's work shows the technical perfection and avant-garde of Zumtobel Staff, Adam Fuss' photograms, like X-ray images, make the inner workings of TridonicAtco's components recognizable. Artist Shirana Shahbazi documents "The precision and reliability of the Thorn lighting brand" in her clear photographs.
However, the pictures did not make their way directly into the company's collection. Even before the world tour at the Zumtobel sites, they were presented to the art-loving target audience - architects, designers and real estate managers - as intellectual nourishment in an exhibition at the Architekturzentrum
Vienna presents.
The network has thus been extended beyond the boundaries of the industry and the feature pages have been served. Studio Achermann is currently negotiating further contracts with Zumtobel Staff.
History & FiguresIt all began 55 years ago in the electrical appliance and synthetic resin pressing plant in Dornbirn, Vorarlberg. It was there that founder Walter Zumtobel had ballasts for the then new fluorescent tube technology manufactured.
Today, the Zumtobel Group is one of the few global players in the lighting industry with a turnover of EUR 1.13 billion (04/05), production facilities on all continents, over 7000 employees and consulting offices in almost 100 countries. The Austrian Group consists of the lighting business with the two brands Zumtobel Staff and Thorn as well as the TridonicAtco Group for lighting components.
Zumtobel derives its close collaboration with the avant-garde of European designers, architects and lighting planners from the specific requirements of lighting projects. This cooperation is also part of the company concept. Zumtobel focuses on the premium segment and positions itself as an innovation leader in technology and design with sophisticated lighting solutions. (la)
The Austrian Zumtobel Group had its employees photographed by three well-known photo artists.
Luca Aloisi
Newer forms of cooperation between contemporary artists and Markom, such as the Schweppes campaign by British photo artist Alison Jackson, are rare in this country. This is despite the fact that the productive interaction between art and commerce in their core competencies of trendsetting and innovation is obvious. Sponsorship expert Elisa Bortoluzzi-Dubach likes to provoke communications officers with the question of whether the economy is legitimized to adorn itself with spirit thanks to money. And points out with pop artist Andy Warhol how obsolete this question of legitimacy is today. Warhol himself quoted: "Some company recently was interested in buying my 'aura'. They didn't want my product. They kept saying: 'We want your aura'. I never figured out what they wanted. But they were willing to pay a lot for it."
Expression of avant-garde and technical perfectionThe Austrian lighting group Zumtobel spends a lot, if not a fortune, on its annual reports, which have been designed by international artists for 14 years. In contrast to comparable projects, where the collaboration only pursues identity-creating purposes at management level, this year the artistic collaboration at Zumtobel has also been integrated into the brand communication. Under the title "Light Faces", Zurich-based Studio Achermann commissioned three renowned photo artists to create portraits of the Zumtobel Group's employees, thus drawing an extraordinary arc of tension between the internationality, creativity and innovative capacity of the people behind the brand. Achermann has already won several creative awards with his annual reports, including one for the Federation of Migros Cooperatives.
Beda Achermann: "We deliberately chose the medium of photography because it ultimately represents the pure manifestation of light." men.
Despite the diversity of styles and handwriting, the project expresses the positioning and core values of Zumtobel's three brands (Zumtobel Staff, Thorn and TridonicAtco): while Paul Graham's work shows the technical perfection and avant-garde of Zumtobel Staff, Adam Fuss' photograms, like X-ray images, make the inner workings of TridonicAtco's components recognizable. Artist Shirana Shahbazi documents "The precision and reliability of the Thorn lighting brand" in her clear photographs.
However, the pictures did not make their way directly into the company's collection. Even before the world tour at the Zumtobel sites, they were presented to the art-loving target audience - architects, designers and real estate managers - as intellectual nourishment in an exhibition at the Architekturzentrum
Vienna presents.
The network has thus been extended beyond the boundaries of the industry and the feature pages have been served. Studio Achermann is currently negotiating further contracts with Zumtobel Staff.
History & FiguresIt all began 55 years ago in the electrical appliance and synthetic resin pressing plant in Dornbirn, Vorarlberg. It was there that founder Walter Zumtobel had ballasts for the then new fluorescent tube technology manufactured.
Today, the Zumtobel Group is one of the few global players in the lighting industry with a turnover of EUR 1.13 billion (04/05), production facilities on all continents, over 7000 employees and consulting offices in almost 100 countries. The Austrian Group consists of the lighting business with the two brands Zumtobel Staff and Thorn as well as the TridonicAtco Group for lighting components.
Zumtobel derives its close collaboration with the avant-garde of European designers, architects and lighting planners from the specific requirements of lighting projects. This cooperation is also part of the company concept. Zumtobel focuses on the premium segment and positions itself as an innovation leader in technology and design with sophisticated lighting solutions. (la)
The Austrian Zumtobel Group had its employees photographed by three well-known photo artists.
Luca Aloisi
