Kolekcja korporacyjna jako forma art brandingu – ochrona sztuki, promocja sztuki i promowanie przez sztukę
A corporate collection as an art branding form – protection of art, promotion of art and promotion through art

Author(s): Laura Pomianowska
Subject(s): Law, Constitution, Jurisprudence, Cultural history, History of Art
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: art; art market; corporate collection; work of art; art branding; relational aesthetics
Summary/Abstract: The article discusses the work of art as an element of a corporate collection. It analyses the phenomenon of corporate collections as an art branding strategy and the functions these collections have in the art market system. A corporate collection combines advertising and art protection. On the one hand, it promotes artists’ activities and creates the image of a company, on the other hand, it stores works of art. This phenomenon is perceived against Nicolas Bourriaud’s theory of relational aesthetics, which assumes aesthetic participation and allows to follow the evolution of the new model of aesthetics.

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