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© Anja Ghesquière and Darry Hellebuyck

  • Case Arteconomy — Building a Bridge between Art and Entrepreneurship: Flemish entrepreneurs stimulate creativity and innovation via art. Vlerick Business School.
  • Art Company/Company Art, sociological study UGent.
  • The Artist in the Company, Art Research IVOK Leuven
  • Atelier 36( 3X3) X4. Three Artists X Three Entrepreneurs X Four Encounters. Delphine Hesters, PhD student sociology KULeuven.


1. Case Arteconomy Building a Bridge between Art and Entrepreneurship: Flemish entrepreneurs stimulate creativity and innovation via art. Vlerick Business School

How can entrepreneurs stimulate creative processes bottom-up? Commissioning to be creative is not working. The unique approach of Arteconomy is an indirect process - from the bottom up, NOT by pedantic speeches from managers.

Vlerick Leuven Gent Management School Leuven Gent Herman Van den Broeck, Eva Cools and Tine Maenhout carried out the research in collaboration with Flanders DC in 2007.


The results of the study were included in the Nov. 2008 edition of the Journal of Management & Organization Australia & New Zealand and in 2010 in the book The Balancing Act of Innovation, Philippe Silberzahn & Walter Van Dyck. Vlerick and LannooCampus Chapter 1

Some conclusions:

  • working with artists leads to creativity.
  • disrupting what speaks for itself creates means to discover new interpretations.
  • an emotional experience by collaborating on a work of art can perfectly serve as a message carrier.
  • discover hidden talents, better interaction, form a real team.
  • added value is in the interaction in a balanced partnership model.
  • the whole process behind the artwork is now being used as process catalyst for change within the company.
  • Arteconomy is a process coach with a unique approach.
  • the artist operates purely as a catalyst and intermediary.


productie kunstwerk Kris Verdonckoefening in project van Joëlle Tuurlynckx bij Espeel Constructiesproductie tafels voor je suis sang Jan Fabre


2. Art Company/Company Art, sociological study, Ghent University

At the start of Arteconomy the Ghent University was asked to carry out a sociological case study (Dutch) on the cooperation between Constructies Espeel and artists.

The department of sociology led by Prof. Dr. Johny Vincke carried out the research on the effects of collaboration with artists on the staff.

Some conclusions:

  • the organizational culture determines the collaboration with artists.
  • the introduction of art projects is an excellent platform for promoting creativity and innovation in a company.
  • introducing art is an added value for the company and its employees.
  • the employee realizes that the artist needs him which leads to commitment, motivation and variation.
  • there is an exchange of world views creating more openness.
  • the professional skill of the worker is not self-evident any more.
  • positive media coverage generates pride about business.
  • contact with the artist is the most important factor: It is the artist, not the art or art work.


3. The Artist in the Company, Art Research IVOK Leuven

This study (Dutch) outlines the role of artists in the various projects of Arteconomy. The study researches interesting aspects for the artist when entering into a relationship with the business world, the ideal combination of artist and company, a field of research with potential win-win situations for both.

Author: Yves Knockaert, Institute for Research in the Arts, Art Research Working Group on Economy.

Some conclusions:

  • the artists are not a consultant in the company.
  • cooperating with the economy is an opportunity for the artists to develop themselves and their creative process.
  • the challenge and the confrontation with the unknown economic world lead the artists to experiment.


wetenschappelijke studie project atelier 36Dr. Delphine Hesters licht haar observatie toe van atelier 36toelichting atelier 36 in Buda Kunstencentrum Kortrijk

© KC Buda


4. Atelier 36 ( 3X3 ) x 4. Three Artist x Three Entrepreneurs x Four Encounters

Delphine Hesters, PhD student sociology KULeuven, did the research (Dutch).

Some results of the project:

  • together Kris Verdonck and Dirk Ghekiere research materials for the use of holograms. A commercial opportunity for Dirk, an interesting element for a new artistic project for Kris.
  • Yves Coussement creates a process at Traficon that breaks through staff routines. Yves acts as a catalyst to bring the Traficon staff to increased creativity. Even though the process is the final aim of the project, they are still working on an outcome with an artistic value.
  • Eric Joris and Indie Group drew the outlines for a computer game that can prevents children from becoming bored of long travel times and itineraries. This game could fill a gap in the market. Eric Joris generates new (even commercial) insights, inspiring his own artistic path.