We spend a lot of time talking with our clients about the importance of vision when crafting an art program.
A strong vision gives art purpose and meaning. It guides our art consultants and curators in creating memorable experiences that say something about who you are and what matters to you and your customers, guests, residents or visitors.
But what makes a vision successful?
According to NINE dot ARTS’ new State of the Art Consulting and Curating Business report, an effective vision is – not surprisingly – nearly always tied to a desire to use art to tell a compelling and relevant story – a story that helps an organization stand out in the minds of talent, clients and partners. In fact, almost two-thirds (62%) of respondents said that art that expresses their brand and mission is “absolutely critical” or “very important.”
The report, which was released earlier this year, surveyed the opinions of nearly 200 business professionals who seek art consulting services or are responsible for curating their organization’s art program. Together, they represent industries spanning hospitality, real estate development, architectural design and healthcare.
At NINE dot ARTS, creating connections and translating our clients’ goals into something tangible is one of our strengths as an organization.
During these initial vision sessions, we dive deeply into what you want from your art program within the context of your brand to conceptualize a vision that is completely unique to your space. Through a mix of visual preference surveys, concept boards and location planning, we walk you through what the art experience could eventually look and feel like.
In short, a vision is what puts your art to work for you.
With a clear vision, art becomes less subjective and mysterious and turns into a tool for your brand.
Although it can be difficult to directly attribute financial business results to artwork installed in your property, it’s hard to ignore art’s impact on customer experience. Our survey revealed that nearly all (92%) respondents said that art installations elicit positive feedback at least some of the time.
While that statistic might shock some, we’re not terribly surprised. The thing we love most about working with our clients is hearing about the compliments, comments and questions that their curated art experience receives. That feedback can often lead to increased foot traffic or repeat visits and stays and can even support employee retention and recruitment.
Art is taking on greater significance as a tool for placemaking, community-building and so much more. We’re excited to see how these curated narratives through art impact our experiences around the country.
You can also download our latest Curatorial Statements paper that discusses how organizations can connect to their customers through art by clicking here.