Business as art
text by Rikta Kommunikation

Is it time to bring art into the business sector? Well, that is the view of the artist Ann Rosén, who uses her exhibition Annons at Edsvik konst och kultur in Sollentuna outside Stockholm to market herself and her idea.

The business concept is to use art as a tool to portray companies, in the way that royal courts commissioned painters to do portraits of kings and queens. The distinctive features of one's own business are often more immediately apparent to someone standing outside looking in, than to the people who spend every day in the midst of it. And the demand for such services is bound to increase.

The times when a company's most important assets were its machines and equipment are long gone. In the new economy so-called human capital is much more important. To stop colleagues from walking off with all their knowledge, companies must make an effort to clarify their long-term goals and promote fellowship and unity among staff. They must enhance job satisfaction and solidarity with the company spirit. Using art as a tool can be one way of achieving that goal.

Ann Rosén's plan however, is controversial. It challenges the unwritten laws of the cultural world as well as those of Swedish society in general. But that doesn't bother her.

-I am sick and tired of not making money. I am going to be rich and famous by helping companies look at themselves from a new perspective, to find their true identity, Rosén concludes.

For further information, contact Ann Rosén
+46 708 109 838
annrosen@annrosen.nu