Private action in contemporary art:

the experience of Palazzo Grassi S.p.A.

Alma Mater Studiorum – Faculty of Economics

Graduate Degree In Innovation And Organization Of Culture And The Arts

Claudia Cottrer

21st December 2009

What does contemporary mean in Italy ?

underinvestment contrary of classic

structural defects propagandastructural defects propaganda

privates indifference

historicisation risk adverse

Palazzo Grassi

1772 Grassi family

1983 Fiat Group

2003 François Pinault

Pinault

conditions

80% of the S.p.a.

Artis coordinates and controls

99 years

shared management

agreement on the exhibitions’ policies

restore of the Teatrino

Tickets

21%

Others

3%

sponsorships

=

Incentives,

additional

services

6%

Sponsorship

70%

cover of losses

investments

Audiencenumerous

Where are

we going

Sequence

One

Picasso /

Post pop

Rome the

barbarians

Italics Mapping

the studio

114.996

142.015 160.426

211.728

76.000

226.796

numerous

variegated

cultivated

satisfied

Availability of an immense collection

Commercial exploitation of the brand

Importance of communication and didactics

rise of the audience of contemporary art in Venice

need for a stable museum

Strengths: the development

Centre of Punta della Dogana

Criticalities: the chain of power

Interference of François

Pinault

Economic dependence

Eventual commercial exploitation

Indifference of sponsors

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