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art partnership
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¿µ±¹ ·±´ø Å×ÀÌÆ® ¸ð´ø Å͹ÙÀΠȦ¿¡¼­ ¿­¸° ¡®Çö´ë Ä¿¹Ì¼Ç 2015: ¾Æºê¶óÇÔ Å©·çÁîºñ¿¹°¡½º¡¯ÀÌ ¸·À» ¿Ã¸° 10¿ù. Å©¸®½º ´õÄÁ(Chris Dercon) Å×ÀÌÆ® ¸ð´ø °üÀåÀº Çö´ëÀÚµ¿Â÷ÀÇ ÆÄÆ®³Ê½ÊÀ» ÇÑ ¹®ÀåÀ¸·Î Á¤ÀÇÇß´Ù. ¡°It makes the impossible possible.¡±
¾ÆÆ®¿Í ±â¾÷ÀÇ ¸¸³². ±â¾÷ ºê·£µå À̹ÌÁö¿¡ ¿¹¼úÀû °¨¼ºÀ» ´õÇØ ¼ÒºñÀÚÀÇ Á¤¼­¿Í °¨¼ºÀ» ÀÚ±ØÇÏ´Â ¾ÆÆ® ¸¶ÄÉÆÃÀº Á¡Â÷ ¼¼¸¦ È®ÀåÇÏ°í ÀÖ´Ù. ±â¾÷Àº ¿¹¼ú¿¡ ±â¿©ÇÔÀ¸·Î½á À̹ÌÁö¸¦ ¾÷±×·¹ÀÌµå ½ÃÅ°°í, ¹®È­¿Í öÇÐÀ» ¹ÙÅÁÀ¸·Î ÇÑ ¼ºÀå µ¿·ÂÀ» º¸À¯ÇÑ´Ù. ¾ÆÆ® ÆÄÆ®³Ê½ÊÀ̶ó ÀÏÄ´ ÀÌ ÀÏ·ÃÀÇ °ü°èµéÀº ÇÑ °í°´ÀÇ ÀÏ»óÀ» ³Ñ¾î »çȸÀü¹Ý¿¡ Å©³ªÅ« º¯È­¸¦ °¡Á®¿Â´Ù.
¡¸ÆÛºí¸¯¾ÆÆ®¡¹´Â Áö±Ý, ÇöÀçÀÇ ¾ÆÆ® ÆÄÆ®³Ê½ÊÀ» Á¾ÇÕÇÑ´Ù. ±â¾÷°ú ¿¹¼ú±â°üÀÌ Àû±ØÀûÀÎ ÆÄÆ®³Ê½ÊÀ» ¸Î°í ÁøÇàÇÏ´Â ´Ù¾çÇÑ ÇÁ·ÎÁ§Æ®¿Í °¢ ÁÖÃÖÀÇ ¹Ì¼ÇÀ» »ìÆ캸°í, Àç´ÜÀ» ¼³¸³ÇØ ¹Ì¼ú¿¡ Àû±Ø °¡´ãÇÏ´Â ±â¾÷µéµµ ¾Ë¾Æº»´Ù. Áö³­ÇØ ²Ù¸° ¾ÆÆ® ¸¶ÄÉÆà ƯÁý¿¡ ÀÌ¾î ´õ¿í È°¼ºÈ­µÈ ±¹³»¿Ü »ç·Ê¸¦ ÅëÇØ Çö ½ÃÁ¡ÀÇ ±â¾÷°ú ¿¹¼úÀÇ ÆÄÆ®³Ê½Ê°ú ÇâÈÄ ¹æÇâÀ» Á¦½ÃÇÑ´Ù.
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¡°Art meets company.¡± Art partnership has become a general trend, in which artistic sense is added to the brand image and products of a corporation to stimulate emotion and sensitivity of the consumers. A corporation  contributes to art, and thereby smoothen the corporate image with esthetic elements, which serves as a base for the corporation to grow into a first-class enterprise that not only successful in expanding its market share, but also in achieving its own culture and philosophy. Art partnership brings a tremendous change to the society in general, far beyond the everyday life of a customer. Even if art marketing does not immediately result in sales increase, the marketing/partnership strategy shall be considered as a long-term investment for the corporation, art, and the society.
In this volume, types of art partnership has been categorized by PUBLIC ART. Various projects, missions of corporations, and support provided based on enthusiastic partnership formed by corporations and arts organizations will be explored, along with the corporations that has actively participated in the art scene by establishing foundations. A full coverage on art partnership has been provided once in one of the issues last year. In this issue, by extension, domestic and foreign cases of the further activated sector will be looked through to describe the partnership between a corporation and art, and also a diagnosis on art partnership at this stage will be provided, along with the direction of the development of the marketing/partnership  strategy in the future.
Diana Thater 2015
Three video projectors, three lenses, player and Watchout system Dimensions variable Installation view at Hauser&Wirth, London
2015¨Ï Diana Thater Photo by Alex Delfanne Courtesy Hauser&Wirth
Eva and Adele Swatch faces 2015 Pavilion at Arsenale, Venice Biennale 2015
 
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VOLKSWAGEN & MoMA ps1
Æø½º¹Ù°Õ & ¸ð¸¶ PS1
HYUNDAI MOTORS & Tate Modern¡¤lacma
Çö´ëÀÚµ¿Â÷ & Å×ÀÌÆ® ¸ð´ø¡¤·Î½º¾ØÁ©·¹½º Ä«¿îƼ ¹ÂÁö¾ö
BANK OF AMERICA & Whitney Museum of American Art
¹ðÅ©¿Àºê¾Æ¸Þ¸®Ä« & ÈÖÆ®´Ï¹Ì¼ú°ü
UBS & Solomon R. guggenheim museum¡¤ART BASEL
UBS & ¼Ö·Î¸ó R. ±¸°ÕÇÏÀӹ̼ú°ü¡¤¾ÆÆ® ¹ÙÁ©
HUGO BOSS & Solomon R. guggenheim museum
ÈÞ°í º¸½º & ¼Ö·Î¸ó R. ±¸°ÕÇÏÀӹ̼ú°ü
SWATCH & Venice Biennale
½º¿ÍÄ¡ & º£´Ï½º ºñ¿£³¯·¹
UNILEVER & Tate Modern
À¯´Ï·¹¹ö & Å×ÀÌÆ® ¸ð´ø
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±â¾÷ÀÇ ¹®È­¿¹¼úÀç´Ü Æ÷Æ®Æú¸®¿À
 

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