FORM FOLLOWS ATTITUDE
Munich



Impulses of Creativity in the Intersection between Art and Business



19.00h

12th March 2019

Hofspielhaus
Falkenturmstr. 8
Munich, Germany



Humanity is faced with the challenges of constantly changing processes, ever increasing complexity with less and less transparency. Uncertainty and a tendency to retreat to a single-minded position in order to find security and stability, force us to call upon people to reflect on their own attitudes and to use these as a guide and compass. We often read of or hear about the loss of values and, simultaneously, of the chance of developing beyond a purely materialistic thought process to the search for socially responsible standards.

How does a businessperson react to these challenges? How does an artist react? What is the importance of creative impulses for businesses and for artists and what do we understand creativity to be? It is a common area or a line which clearly separates the two sectors? L´ art pour L´art and profitability for business?

People say that in today’s complex world powerful and innovative companies need knowledge, curiosity and a taste for the unknown in order to find new paths, more than ever. For this reason creativity and decision-making processes are being taught and the focus is often on intuition. Can artists teach this to others? Can art be a model for innovative processes in business? Can artists impart the operative creativity demanded by businesses - a directed creativity which is aimed at a specific purpose? Does art serve as a source of inspiration, as an image maker or is it viewed as a type of guiding intellectual force or road sign? 

How does an artist view this search for creativity?  In artistic ideas and processes the complexity , the uncertainty of the development of an idea is not imperatively the difficult part, but can also embody the essential potential, the surplus, perhaps even the special.

Thus, the question, does art provide stimuli that can be copied by businesses and, simultaneously, which creative processes exist in the business world that could lead to new realizations for art and its protagonists? 

A round table discussion on March 12, 2019 at the Hofspielhaus provided a location for an exchange of thoughts about the methods and interaction of different creative processes. Here business people and artists discussed their interests, experiences, ideas and their own creativity. The public was also invited to participate and help shape the discussion.


Sponsored by Waldemar Bonsels Stiftung.


Curated by

EVA WOLF
with

WILLY HAFNER and ANGELIKA HEIN



SPEAKERS:


CHARLOTTE BUFLER

Chief Creative Officer The Wunderwaffe UG, Munich (Germany)

DANJELA HÜSAM

Innovation Manager, Basel (Switzerland)  

WALTER KUHN

Artist, Munich (Germany)

THOMAS THIEDE

Artist & Cultural Technician, Hamburg (Germany)

PROF. Dr. MANFRED J. HOLLER

Prof. (erem) Volkswirtschaftslehre, Hamburg; Beirat Institut für Angewandtes Mechanism Design (IFAMD), Munich (Germany)

MICHA GOES
Geschäftsführer der PACOON Strategie & Design GmbH, Munich (Germany)


MORE INFO ABOUT THE SPEAKERS > ]

[ IMPRESSIONS OF THE EVENING > ]


LOCATION:

Hofspielhaus
Falkenturmstr. 8
Munich, Germany

     

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SCULPTURE NETWORK LAB: CREAVITY AND THE 101st YOGHURT CUP


How many faces does creativity have? What does it depend on? And does it differ in form from industry to industry? At the third Sculpture Network Lab in Munich, we talked to 5 representatives from industry, the creative sector and the arts about what creativity means to them.

It’s 7 pm in Munich, we are sitting in Hofspielhaus in dim light and with a drink in our hands. It could just as well be a relaxed evening at home in the lounge with some friends. But quite a lot is about to happen! The latest issue of the Sculpture Network Lab is entitled Impulses of Creativity in the Intersection between Art and Business. The event was once again curated by the proven team centered around Eva Wolf, Angelika Hein and Willy Hafner. There is a lot to discuss, first and foremost the question of what creativity actually means.

It quickly becomes clear that our panel is already divided on this question – sorry, I say "panel", but that's not quite true. Because this time the whole audience is our panel; in a real workshop atmosphere all participants can join in at any time. Eva Wolf and Angelika Hein are our presenters and will ensure that everyone has the opportunity to speak.

THE ART OF BEING CREAVITE


All art is creativity, but not all creativity is art. That is probably the only thing our invited guests agree on. Where some can deal freely with their impulses, others are subject to certain constraints of their professions. For Micha Goes (Managing Director of PACOON Strategie & Design GmbH), creativity is not only about developing new packaging designs, but also reacting flexibly to customers. “The customer then wants the 101st yoghurt cup to be designed", he explains to us – this of course leads to laughter, but the serious aftertaste of this statement remains and hangs in the room throughout the evening: Our society demands innovations at a rapid pace and permanently. Everything must be innovative, unprecedented - and creative (!) A demand that’s challenging to meet.

And that doesn't have to be the case, says Manfred Holler (emeritus professor of economics and author). For him, creativity is about creating something new. And the number of real innovations in our society is not only limited, but also depends on a number of factors: Knowledge, time, the cultural background ... Which often defines how creative we can be. It is clear that not everyone can reinvent the wheel.

CREATIVITY WITH LIMITS?


But there is contradiction in the audience and on the panel. Is creativity really limited? Isn't the thought that everything is possible with our ideas and impulses exactly what drives many of us? Walter Kuhn, who only last year caused a sensation with his installation 1000 Poppies at Königsplatz in Munich, represents the artists at this talk. He does not want to adopt a general attitude to this question, but only to speak for himself: his works always arise from personal experiences. He processes what he knows, what he has learnt and his experiences. And isn't that the case for everyone? Are our own experiences the limits that restrict our creativity? We all seem to think about it very differently, but also very passionately.

ADVERTISING IS ALSO A FORM OF ART!


But now we are talking about art again! It's noticeable that when it comes to the concept of creativity, you quickly end up on the subject of art, even if everyone agrees that we shouldn’t talk about synonyms. Charlotte Bufler (Chief Creative Officer at the communications agency The Wunderwaffe) doesn't want to dwell on this. Good advertising requires a great deal of creativity! And advertising can move just as much as art, it can initiate social discourses and bring about positive changes. Maybe not the 101st yoghurt cup – but she has a whole series of examples in her repertoire that help to convince us that advertising can be more than just sales promotion. She talks about an underpass in New York for example, which has gone from a drug hotspot to a wedding location as part of an advertising campaign with a large YES graffiti.

Thomas Thiede wants to discuss this with a different approach. Of course, good advertising can have this effect. But he thinks that the term "creativity" is used far too frivolously: "Something like ‘creative baking’ is nonsense – the baker simply does his job.” The adjective "creative" is applied to all kinds of activities in order to enhance them. Many of these activities are associated with becoming "creative" in the original sense, i.e. creating something out of nothing, but they are far from being creative. Once again we debate the definition of creativity, a problem that appears throughout the entire evening over and over.

AND NOW WHAT?


The discussion takes longer than planned: Many points have to be considered and we all have a feeling that we’re on the trail of something important that we can't just stall. The question of how we deal with creativity and how we can squeeze out more of it in our everyday lives and in our many different professional areas is certainly a hot topic for many. At the end of the evening there are no solutions, but many impulses that we take with us into our own lives: Whether we make art or design yoghurt pots – we will all certainly think a lot about this evening.

Do you have the solution? What does creativity mean in your everyday life? Write us with your answers!

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