Marco Bevolo - The Golden Crossroads: Multidisciplinary Findings for Business Success from the Worlds of Fine Arts, Design and Culture

The author introduces a whole new way of thinking about fine arts, design and culture, and business success. This book is a big blow to stagnant categorizations and instead explores how the world is actually operating by engaging connections rather than mere differentiations. Gary Chang, Architect, Managing Director, EDGE Design Institute Ltd, Hong Kong

Forty years after Andy Warhol taught us that business can be an art, Marco Bevolo shows us how art can make business be better. Intriguing, inspiring and eye-opening: The Golden Crossroads is like a piece of marketing art itself. A true manifesto for the postmarketing era, where selling products means creating purpose. Wolfgang Schaefer, Chief Strategic Officer SelectNY, Berlin/New York

What is behind the creative minds of artists? What does a successful cooperation between art and business look like? In times of crisis art producers and art consumers stand on the same side for the first time. Predominant MBA culture has proved we need to change. Noticing various aspects of cultural, political, and social changes, Bevolo calls for new directions in business and cultural liaisons. The Golden Crossroads is not a guide, it is not a catalog of good projects it is a source of inspiration and not only for business leaders, this book is highly valuable for a wide spectrum of readers. Anna Krenz, artist, architect, critic in Berlin, and chief editor of Design Vox, Warsaw

Modern, relevant and with an authentic international perspective, this book provides a much needed alternative to the rigid and constrained thinking that hampers innovation. Bevolo demonstrates, with specific and real world examples, how to create the right kinds of bridges between marketing and fine arts, but also between one creative sphere and another. An ambitious and successful dissection of the convergence between art and commerce. Finally, we can see a path towards brands that have true soul. Amanda Spring, Managing Partner, Janou Pakter Europe, Paris, France

For all leaders out there please read this book, open your mind to the next level of thinking and start applying it to your own company and life. Einstein once said Problems cannot be solved by the same level of thinking that created them. This book is about next level thinking. Edson Williams, founder and director of the artist group Edsonwilliams, London/Amsterdam, and founder and trainer-coach at Lead by Example

Don't invite Marco Bevolo for even a coffee if you don't want to have your views shaken. Bevolo takes the stand and speaks his mind. I imagine Bevolo can probably create trouble in the corporate arena by bringing powerful content and creating doubts about the way business is usually carried out. He takes risks and this book is a true materialization of his intellectual adventures. The Golden Crossroads is an invitation for us to bet on and invest in the possibilities ahead of us. Luciana Stein, journalist and trend researcher, So Paulo, Brazil

Marco Bevolo

Marco Bevolo 2010

All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission.

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Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988.

First published 2010 by
PALGRAVE MACMILLAN

Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS.

Palgrave Macmillan in the US is a division of St Martin's Press LLC, 175 Fifth Avenue, New York, NY 10010.

Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world.

Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries.

ISBN 978-0-230-22418-6

This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin.

A catalogue record of the book is available from the British Library.

A catalog record for this book is available from the Library of Congress.

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Printed and bound in Great Britain by
CPI Antony Rowe, Chippenham and Eastbourne

The Golden Crossroads is based on hybrid methodology mixing elements of journalism, qualitative research, and quantitative research. Credits are due to the thought leaders, professionals, and experts who agreed to contribute to the research behind this book. In particular, the author wishes to thank the following qualitative research contributors, who committed their precious time and their valuable energies to share crucial insights to make this book happen:

Anouk Piket, founder, Sichting Caramundo, Rio de Janeiro/Amsterdam

Antonio Tucci Russo, gallerist, Torre Pellice (Turin)

Astrid Wassenberg, curator, TNT, The Netherlands

Atto Belloli, chairman, Istituto Internazionale Studi sul Futurismo, Milan

Concetta Lanciaux, luxury strategy advisor, Paris/Montreux

Davide Quadrio, founder, BizArt, Shanghai/ArtHub, Bangkok

Denise Scott Brown, architect, Philadelphia

Dingeman Kuilman, director, Premsela, Amsterdam

Federica Beltrame, director, Galleria Continua, Beijing

Hendrik Driessen, director, De Pont Museum, Tilburg

Jan Willem Sieburgh, managing director, Rijksmuseum, Amsterdam

Jerry Wind, member of the board, Philadelphia Museum of Art, Philadelphia

Leni Schwendinger, founder, Leni Schwendinger Light Projects Ltd, New York

Lorenz Heibling, gallerist, Shangart, Shanghai

Louise Trodden, director, Art in the Open, London

Maddalena Zolino, co-founder and MD, 515, Turin

Mark Schaffer, gallerist, A La Vieille Russie, New York

Michael Huyser, director, International Fair for Autonomous Design/Art Rotterdam, then: director, Zuiderzee Museum, Enkhuizen (NL)

Peter Carzasty, founder, Geah Ltd, New York

Philip van den Hurk, chairman, Stichting Promotors Van Abbemuseum, Eindhoven, and collector

Richard Meier, architect, New York

Robbert Nesselaar, chief marketing officer, City of Rotterdam

Robert Venturi, architect, Philadelphia

Ruud Visschedijk, director, Nederlands Fotomuseum, Rotterdam

Sandra Khare, director, Chemould Prescott Road, Mumbai

Sarah Schultz, books editor, FRAME, Amsterdam

Sjia Cornelissen, gallerist, Galerie Smarius, Sonnega (NL)