An afternoon at the fronteer
- An Afternoon at the Fronteer #10: New Kids, Digital Natives (2017)
- In collaboration with
- Hein van Es (Fronteer), Jolanda Westrum (ROCvA), Carsten Meijer (Vice.com)
Impact strategy firm Fronteer hosts a quarterly series of inspirational sessions to inspire their clients and relations. For An Afternoon at the Fronteer # 10: New Kids, Digital Natives Arttenders was approached to talk on how we implement art to create unique experiences for business purposes. Our goal this afternoon was to elaborate on our experience with art for branding purposes to engage young audiences and and art as a tool to attract talented employees to your firm.
Collaborative InnovationFronteer is an impact strategy firm based in Amsterdam. Together with their clients and experts they design the future. Clients turn to them for a fresh approach, solid co-creation methodologies and proven results. Fronteer has an energetic team of strategists, experts, connectors and office staff coming from diverse backgrounds: from Strategic Product Designers to Anthropologists and Art Historians.
This Afternoon at the Fronteer, hosted at A'dam&Co, was focused on how companies and brands need to make bold moves to stay relevant and attractive for new generations by creating valuable stories.
Art as a tool for engagementFor this event Siobhan Burger elaborated on the observed value of art for branding purposes in engaging young audiences and how it is used to attract and hold onto talented employees. She talked about how Arttenders uses art as a means to meet business goals by co-creating commissioned applied art projects, ranging from real estate development, branding, creative offices and product design.
Siobhan used three recent cases to illustrate Arttenders' work method: how we transformed the CIC offices into a creative immersive space with upcoming artists, how a shopping mall is using art to appeal to their young audience, and how Amsterdam Oersoep gave a marketing boost to the redevelopment of the Damrak in Amsterdam.
Other speakers this afternoon were Hein van Es (Partner, Fronteer) and Jolanda Westrum (ROCvA), who presented a recent case in which they redeveloped one of their sport related programs into a contemporary relevant degree. The last speaker was Carsten Meijer, Sales Director at media platform Vice, on how they target Millenials through their different platforms.