art in strategy® repositions the activity of curating and newly defined in order to connect between the art and business system. It is a method combining conception, curation and consulting moving them to the borderline of each other to incite values that are sourced from opposing areas, being united to enhance value.

 

Applying conception, consulting and curation equally and simultaneously devises an openness which will bring about something in the economic system, that allows things to be perpetually questioned. Moving curating from its inherent context towards another, being able to intervene to a rather hermetically closed economic system, where however, it can trigger something profitable: like connectivity in the sense of being able to persuade, opening-up consumer segments, opening-up product ideas.​​​

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​Conception, consulting and curation placed in economic systems enable an environment of creation that opens new spaces in which art and business can interact in such a way that it has a in-depth impact on the company: Art opens up a wide angle lens for brand and product innovation while entrepreneurial art engagement increases corporate value.

 

By moving conception, consulting and curation to the borderline of each other’s activity-field incites values that are sourced from opposing areas, then being united authentically to enhance value. The application of having the three core activity-aspects work intertwined will fuse a new form of curating by which art very consciously is brought into other social contexts than one is sed to - different in such a way, that artistic activity becomes an idea-generator, which uncovers things about a business which otherwise would remain undetected.

 

In an art in strategy®-project an emergence is created within the innovation context of a business where artist are able to fully get engaged with the business’s improvement of how to dig deeper, obtaining a culture of relentlessly question every parameter involved. ​

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The art in strategy®-approach always means the taking-care-of all the parameters of activity that are being positioned and employed to setup an projects: taking care of the analysis of what is there, then the conception of what could possibly be needed and then the putting together of a project-oriented team of artists and other experts, and with that setup, curate this setup, to produce the soil out which new ways of innovation can be nurtured. And then to advise the company on which aspects can be interesting for the creation of innovation and how it can use them strategically.