A company can consider art as a beautification tool: paintings and sculptures are exhibited. The interaction with art becomes more intense when used as an enabler to develop a corporate culture. To an even higher level, art serves as a profiling tool in the marketplace and a medium for performance improvement.

Level 1: Beautification tool

There are companies which like to present themselves as forward-looking.

They are convinced that art resonates today- that it is “chic.” Works from renowned artists are bought impulsively without a clear purpose, and prominently displayed at the company.

This by no means indicates a “passion for art,” but rather be described as opportunistic. As discussed above, the purchase of paintings should be done with artistic understanding and strategic direction. Art should not be limited to decoration for office space and sittings rooms but should convey reputation.