2017 marks a memorable milestone for the Peggy Guggenheim Collection and Guggenheim Intrapresæ, which together celebrate their 25th anniversary. The history of the Guggenheim Intrapresæ project has a long history which begins in 1992, when, for the first time in Italy, a pioneering group of entrepreneurial realities unites, combining excellence in their sector and the passion for art of the people who they represent. Thus was born the Guggenheim Intrapresæ “case”: the first Corporate Membership project in an Italian museum that has made support for the activities of the Collection its flagship, making possible a dynamic and original cultural programme.
Well-known Italian and international companies recognize themselves in the mission of the Collection and share a path of cultural and creative growth together, developing joint projects, also together with the other companies in the group, in a relationship of equal values. From this innovative starting point, the "silver wedding anniversary" between the museum and Guggenheim Intrapresæ becomes the stimulus for further growth and renewal in name, message and image.
“Support” was the keyword that accompanied the project, aka Intrapresæ Guggenheim Collection, in this long and pioneering experience. These “first” 25 years are a bridge towards the future of the group, renamed Guggenheim Intrapresæ: a new naming that places the accent on the increasingly concrete and profound partnership between the Peggy Guggenheim Collection and the companies, thus consolidating an already strong and recognizable. We share a passion. Let's design the future is the new pay-off, also projected towards the future. A clear and direct message that validates not only passion, but also that avant-garde spirit and foresight. This evolution is reflected in a new image that revolves around the graphic sign of the "+": a symbol with a positive meaning, which aggregates and develops, a symbol of union and growth in values. It is precisely from this connection between Guggenheim and Intrapresæ and between tradition and the future that this graphic was born, distinguished by the bright orange color, an expression of vibration, a dynamic spirit, and by the inevitable and welcoming image of Peggy who opens the doors of her home, confirming the indestructible bond with the city of Venice.
Guggenheim Intrapresæ (guggenheim-intrapresae.it) is made up of twenty-two Italian and international companies: it is the diversity of each that is precious and that has made the group ever more lively, creative and united over the years. Each entrepreneurial reality is representative in its own sector of activity, and through the principle of merchandise uniqueness, the Peggy Guggenheim Collection guarantees each member full visibility in their own sector. These are excellences that stand out for their patronage and the conscious contribution aimed at the cultural and social growth of their territory of belonging and operations. And so, scrolling down the long list, one finds the master perfumers of Acqua di Parma, Aermec, leader in the field of air conditioning, the ancient art of wine of Allegrini and Apice, a consolidated reality in the transport of works of art. The sophisticated kitchens of Arclinea, the design chairs and tables of Arper, Corriere della Sera, the historic national newspaper, the grappas, distillates and liqueurs of Distilleria Nardini. Florim, the famous Italian ceramic group, Foodies Bros, a new brand in the gastronomic sector, Gruppo Campari, a leading beverage company, Hangar Design Group, which has been following the image of the Venetian museum for years, meet. And yet the creativity of the European Institute of Design, Mapei, a giant in building products, the Tuscan cigars of MST-Gruppo Maccaferri, Reggiani Illuminazione, a reference brand in the lighting sector, the precious creations of René Caovilla, the elegant fabrics by Rubelli, the refined champagne by Ruinart, the eyewear by the giant Safilo Group, the original watches by Swatch, the mosaics and coverings by Trend.
A year-long anniversary, that of Guggenheim Intrapresæ, which will have its climax on Wednesday 15 March, in collaboration with the Bologna Business School, one of the leading corporate training institutions in Italy. “CULTURE MANUFACTURERS. From the Guggenheim Intrapresæ model to new forms of corporate creativity” will stage a dynamic and engaging debate which, starting from the experience of the Guggenheim Intrapresæ model, will present stories from equally innovative entrepreneurs, invited to share their own examples of philanthropy and the role of creativity in industrial processes. The initiative enjoys the support of BSI, alongside the Venetian museum and the Intrapresæ project for many years.
Image: Peggy Guggenheim Collection. Ph. David Heald
