JKR

Guggenheim

Perhaps the Guggenheim Foundation is a champion of design because it champions design. When the creative awards and plaudits are handed out clients often see their role in the creative endeavour eclipsed by the artists – clients for some are just ‘the wallet’. But centuries of culture, from the renaissance onwards, have only existed because of the vision, taste and yes, creativity of the patrons.

The Guggenheim’s collection of art is arguably a commodity – an impressive one, but not necessarily something 'everyday' folk would plan a weekend around were it housed in a conventional space. But Guggenheim is not about conventional design. The original (1959) Fifth Avenue gallery was a bold, creative commission. Indeed many complained that its 'snail shell' form competed with the art and was impractical for ‘proper’ picture hangings. Guess what? It’s now ‘iconic’. Same story with Guggenheim’s commission of Frank Gehry for Bilbao.

One ingredient of world-class patronage is passion. Solomon Guggenheim opened his first museum to share his love (and collection) of ‘non-objective’ art. His niece Peggy, who picked up the torch, was not just a far-sighted and involved collector, she married painter Max Ernst – there’s someone passionately ‘living the brand’.

Any brand manager can be a fantastic patron, employing the best talent and giving their brand a first class ticket through life, but sadly too few show such verve. But through its commissions Guggenheim is now synonymous for many with modern art - fortune favours the brave.

By Silas Amos, Creative Director, jkr. For the full article, see this week's Marketing magazine.