Sergio Rossi and Its Magic Kingdom: Artistic Interventions, Brand Identity Renewal, and Stakeholder Awareness

The Asian Conference on Ethics, Religion & Philosophy 2022 Official Conference Proceedings

“…16). Art has the ability to function as a means of bridging gaps in communication and facilitating new forms of communication that would be difficult or impossible to cultivate without it (Antal, 2014;Antal & Strauß, 2015;Paolino & Antal, 2020). This applies to the workplace and stakeholder engagement as well as it does in other areas of civil society (Taylor et al, 2015).…”

“…A recent case study cataloguing such a process at Bruno Rossi, an Italian luxury shoe producer, offers particularly useful insight into the potential value of such events. In that case, CEO Riccardo Sciutto brought three artists representing past, present, and future to learn from employees and produce separate pieces of art for the company space that would re-establish a sense of pride in the shoe production process that had been lost as the scale of the company's production had increased (Paolino & Antal, 2020). Through a process of engaging with employees, members of the local community, and competitors, the artists drew on the history and culture of the business to produce work that became a source of meaning and pride for the employees.…”

“…The process drove continual conversation among stakeholders about the company's legacy and its future. Furthermore, the artworks became, not only meaningful symbols of the company story, but emblematic of the shared experiences through which the art had been created, about which there was widespread enthusiasm (Paolino & Antal, 2020). So far, the primary focus has been on how art infusion can impact internal company dynamics and the product development process.…”