Corporate Art Collections: Branding Tool or Social Responsibility?
By Bettina Bush Mignanego22 avril 2025
Corporate art collections are becoming increasingly influential in both cultural and societal spheres. Their purpose raises questions, as the line between brand image building, cultural outreach, and social responsibility grows ever finer.
At first glance, art and business may seem worlds apart. Yet, a closer look reveals that many companies have developed their own corporate collections, and for a variety of reasons. Is this a way for companies, guided by Corporate Cultural Responsibility, to actively contribute to the civil, cultural, and social development of society, or is it simply about enhancing their brand image?
Art is a vehicle for corporate identity, an effective tool for conveying values such as innovation, creativity, and social responsibility.
Patrizia Sandretto Re Rebaudengo, Foundation Sandretto Re Rebaudengo's President
Corporate Art Collections often associate a company's brand with values like creativity, exclusivity, and uniqueness. Art plays a role in shaping corporate identity and can become a powerful marketing tool. To explore this topic further, the book Il segno dell'arte nelle imprese (The Sign of Art in Companies), published by Marsilio and edited by Ilaria Bonacossa, Marianna Agliottone, Costantino D’Orazio, and Marilena Pirrelli—figures of prominence in the art world—presents 57 examples of modern and contemporary art collections, involving leading personalities.
One of them, Patrizia Sandretto Re Rebaudengo, shared her insights with Luxury Tribune in an exclusive interview. Today, she is the president of the renowned foundation that bears her name, with locations in Madrid, Turin, Guarene, and soon Venice. She also serves on the International Council of New York’s MoMA and London’s Tate Gallery. Her prestigious collection includes 1,000 contemporary artworks and over 3,000 photographs. Her mission is to make contemporary art accessible to all, creating a powerful public impact and helping to establish Turin as an internationally recognized center for contemporary art. Drawing from her own experience, she explains the differences between a foundation and a corporate collection, and reflects on the societal importance of art collections.
How did your interest in collecting begin?
Patrizia Sandretto Re Rebaudengo: I had been collecting contemporary art for a few years when I quickly realized that the private and somewhat secretive nature of traditional collecting didn’t suit me.
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