BRITISH AIRWAYS: ROTATING PROGRAMME: 1996-2008

Overview

BACKGROUND:

The working relationship between British Airways and Artwise has been inspiring and long standing. Back in 1996 BA recognised the potential that art could play in its re-branding: increasing brand awareness and creating a new contemporary (and British) image for the company. Our aim for BA was to establish a series of long-term strategies and a programme of diverse artist-led initiatives incorporating the company’s goals that would include both customers and staff. It needed to reflect the world-class status of the company and to demonstrate its innovation and leadership within the industry, through its Art. Over the twelve-year period Artwise developed an impressive Art Collection for BA that includes over 1500 works and over 60 special commissions some of which have been the recipient of esteemed industry awards.

 

BA ROTATING PROGRAMME:

We devised a low-cost, practical scheme that allowed BA staff and passengers to access a wider range of modern and contemporary art by creating a carefully curated, rotating programme of dynamic exhibitions through borrowing artworks from an ever-expanding network of international galleries and private foundations. These shows have been an important element in the successful reinvigoration of a number of key British Airways buildings, including executive lounges in Heathrow and Miami, attracting visits from curators of major international museums.