Unique concept
The introduction of artworks into companies started in the late 1950s. What makes the BATartventure Collection unique, however, is that it was never intended as a prestige object for the boardrooms but always for the employees themselves. It has always been an artistic adventure with a social goal: bringing art to people instead of taking people to art. By confronting people with art in their everyday surroundings, you reach a different – and a wider – audience. Art teaches people how to look, evokes emotions and prompts discussion. The collection is still based on this concept.

Special encounters
BATartventure Collection has often propagated its concept relating to art by initiating projects outside the company, these projects generating much response. In 1982, for example, four artists were invited to transform a Parisian taxi into an artwork on wheels. These Art Taxis took thousands of passengers around Paris for two years. In 1974, a few hundred weavers, most of them women, were commissioned as part of a socially-oriented art project to weave a series of tapestries designed by such famous artists as Appel, Calder and Vasarely.