300 Madison Avenue

300 Madison Avenue | New York, NY

• Serena Bocchino

Project Brief Lobby: The Lobby at 300 Madison Avenue provides a unique, strategic opportunity for PwC to communicate and expand its brand to reach the broad context of its global community and culture. Art Assets envisions the Lobby as a site for foresight research, a formidable toolbox for PwC’s futurists. Art Assets proposes to cast PwC’s lobby as fruitful terrain to stage programmed exhibitions and special events that address today’s issues and challenges. Art practice dealing with emerging technologies, globalization, environment, and current issues will offer valuable insights and creative perspectives regarding emerging global trends. The Lobby can become a…

World Economic Forum

World Economic Forum | Davos, Switzerland

Art Assets was hired by PricewaterhouseCoopers to curate an art exhibition at the World Economic Forum in Davos, Switzerland in January 1999. Guests included Bill Gates, Michael Eisner, and other Fortune 500 CEO’s as well as heads of state and prime ministers. Art Assets was loaned 36 pieces of art by prominent New York art galleries and private collectors. The artworks dated from the fourth millenium BCE up to the present century, representing numerous geographies and cultures throughout human history. Altogether, the works were valued at more than $1 million. Each art piece was placed in the center of a…