Nespresso and the sponsorship of the future
Contemporary Art | Cultural brand sponsorship generally takes the form of assistance in the organisation of cultural events or exhibitions to promote brand image, but the art schools involved remain the poor relatives. Nespresso has been innovating for two years in order to create sponsorship initiatives in the form of calls for projects aimed at design schools in France. Students at the Beaux arts school in Paris have been asked to interpret the theme of dead nature, while freely incorporating brand elements. This has proven crucial in terms of increasing the means of creation, research and international networking. It is a form of incubator to capture the new ideas of the generation Y, and a win-win exchange when viewed as part of educational and prospective aims.