In this post I will discuss the creation of value in the art sector and I will be using Your panorama Rainbow by Olafur Einarsson, a permanent work of art built on top of ARoS, as an example for further discussion.
Value creation is often judged in terms of profability, but there are also other non-measurable values linked to art and performance. Art contributes in storytelling and conservation of historic traditions. Big museums does a great job tailoring their programs to different age groups, making it easier for those who are not as experienced in the art world to enjoy exhibitions. By choosing Einarsson’s permanent artwork on top of the rather anonymous box, the museum becomes interesting to the everyday man, including new audience in a new and innovative way.
Your panorama rainbow is a circular walkway offering a 360° view of Århus. The artist wants to erase the boundary between inside and outside, questioning whether you’ve stepped inside an artwork or inside a new part of the museum. The work is also an installation that can be seen from many parts of the city and its color will change during the day, almost playing the role as a lighthouse for the citizens.
This installation is not only a cool feature on top of the ARoS museum – it is also great marketing for the museum to attract new visitors. To see the panoramic views of the rainbow one would have to buy an entry ticket and most people would take advantage of the moment and go see the other exhibitions as well. One would usually start at the lowest floor, working all the way up to the 10th floor, where the rainbow is situated.
This artwork contributes to a great social value, giving a sense of place to the ARoS museum and the visitors and citizens of Århus. The museum becomes a part of the inclusive art market. The artwork also contributes in the marketing of the city and enhances tourism. When visitors go see the artwork, they very often share it on social media and take creative photos of the city in different colors.
Making sense of art and design industries 