Mirabaud, a Swiss bank, an "out of the box" sponsorship
Art & Business | The patronage of large banks and investment funds is widely spreading through the creation of contemporary art collections, foundations and prizes : Société Générale, Neuflize, HSBC, UBS, Carmignac... The Geneva-based Swiss banking group Mirabaud stands out from these mimetic approaches, developing inclusive actions in different sectors of contemporary art, thus placing itself at the heart of a real ecosystem.
The group’s contemporary art collection is fairly recent, it was started seven years ago on the basis of an existing collection of paintings of the Swiss alpine landscape. Today it is accompanied by inclusive partnership initiatives intended for galleries, museums and publics spaces.
As part of the FIAC, Mirabaud has supported temporary artistic interventions in the Place Vendôme’s public space for the past three years, transforming this historic site, emblem of power and luxury with the works of Oscar Tuazon (2017), Elmgreen & Dragset (in 2018), Yayoi Kusama (2019).
The banking group is particularly involved with the City of Geneva by integrating permanent works there; notably through the GENEVA LUX lights festival, which focuses on the production of artistic creations intended to illuminate the city of Geneva at night. This led to the facade of Mirabaud’s headquarters being redesigned by the luminescent work of the Friborg artist Emilie Ding How High You Can Count. Support for Swiss galleries manifests itself through partnerships with the Quartier des bains association and the association du Quartier des bains et le Zurich Art Weekend.
It should be noted that this wide array of continuous initiatives brings together all the actors of the art market : artists, galleries, fairs, museums and the public. Thus, patronage at the MAMCO takes an original form, particularly at Art Geneva, where Mirabaud financially supports the development of the MAMCO collection while enlightening its international position; a dedicated stand, empty at the start of the fair, fills up with the acquisition of works for the museum’s collection. In 2019, to celebrate its bicentennial, the Swiss group introduced a new formula aimed at promoting public access to the museum by offering a free admission for a year.
This global approach around contemporary art, led by one of the partners, Lionel Aeschlimann, is indeed based on the transmission of the values of this family bank over seven generations : sustainability, reflection. But in the background, there is the fact that the proximity of art and artists brings out of comfort zones, developing an acuity and an ability to manage uncertainty, necessary to adapt to the world’s movements, to the profound transformations of contemporary society.
Publié le 04/11/2019
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