SCENARIO

The Forum is the first event of a multi-year project. It is promoted by Hangar Bicocca and Trivioquadrivio with the collaboration of Milan's Università Cattolica. The aim is to look at the topic of art's value for company development and for the country's ruling class, therefore the social context and environment in which businesses are set up in Italy and Europe.

With this event we want to give the opportunity to both the art and business worlds to come together and consider what the real reciprocal advantages of a union would be.

FORUM

Two days of debates, seminars, talks and workshops that will involve international interest by art, culture and design names as well as company consultants, entrepreneurs and managers that would illustrate important relevant case histories. Forum is part of the "Art for Business" project, promoted by Trivioquadrivio.

Starting from January 2008, Milan's Università Cattolica will launch a new course called "Art and Business", and Rome's Luiss University will set up the first Arts & Cultural skills for management master.

ART AND BUSINESS

The requirement of better organisation effectiveness and efficiency has developed a need to integrate a new business development model to the old cultural institution business development model. This new model sees culture and artistic creativity, value and sensitivity added to business development organisation and management. This is Art for Business's plan.

This project wants to open a serious and wide-ranging discussion on what art can provide in a company and its management. Starting from the production, a communication, a training and an environmental point of view, then moving onto the governance area.

Art for Business offers a new creative idea, "thought in Italy", for the analysis of products, processes and management's renewal.

TAKING PART IN IT

Art for Business is a new element in the Italian scenario.

The Forum offers the possibility to listen and interview entrepreneurs, managers, artists and culture and science professionals, that have contributed to the combination of art and business from different perspectives and points of view.

Taking part in it therefore, is a chance to grow professionally and culturally. In the information business, the first aim is to learn to tackle issues and problems in a different way.

This Forum is a possibility for businesses, through art, to receive a stimulating force in order to look at a same objective from different angles: the creation of value.

TARGET AUDIENCE

The Forum is created for innovation-oriented professionals who work in companies that focus on the creation of value and who look for new ways of distinguishing themselves in a competitive and international market.

Taking part in Art for Business means entering a network based on research and comparison, taking a new focus on culture and trying to look at business from a different angle.