Zadomowienie się sztuki w nowej przestrzeni usługowo-handlowej
Art at Home in the New Service-commercial Space

Summary/Abstract: The presented text demonstrates an unprecedented phenomenon that started to function on an increasing scale since the 1980s: corporations had rende- red art abusiness venture, treating it as one of the most effective marketing instruments. The intentio- nal pursuit of art has become anew form of financial investment, accompanied by amarketing strategy of creating anew image. The appearance of aprivate corporation sector in adomain that in Europe had be- en almost exclusively public has become afeature of anovel artistic awareness. Moreover, the widely deli- neated and effective application of marketing by the corporations has affected the approach towards mar- keting on the part of the temples of art – the mu- seums. Corporation models of institutional activity and management became increasingly often models of functioning for museums. The article discusses factors that influence the transformation of traditional art museums into cultural malls as well as the increased number of renowned museums (so-called super stars) and their expansion across the world. The author analyses aprocess in which commercial organisations, on the one hand, develop their own forms and strategies of acultural policy (e. g. by cre- ating art collections) in order to retain and expand the sphere of influence while, on the other had, art in- stitutions adopt and modify corporation strategies so as guarantee public recognition and financial stabili- sation. New forms of cultural promotion and media- tion have developed as aresult of those concurrent interests. Both the corporations and the art institu- tions seek legitimisation and acceptance, at the same time emphasising the benefits enjoyed by the pu- blic/clients from establishing inter-institutional rela- tions. By gradually taking over impact over the mu- seums, the corporations significantly alter the functio- ning of those institutions and art itself, and by display- ing art in their interiors they re-define the discourse, especially the one dealing with contemporary art.

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