IB Woman
Issue No. 33 - February/March 2007
Art in the right place is logical
by Penelope Herbert
Turning a passion into a business is not new. But seeking to evolve world peace through art might be.
With 25 years overseas, a decade of corporate adventures, a masters degree and fluency in three languages to fall back on, Jacqueline Mitchell decided to challenge her latent entrepreneurialism.
“I explored aspects of my personality,” Jacqueline says, “in order to create my own dynamic and innovative career path.
“My passion for art and my desire to express my entrepreneurial alter ego has grown into a business which allows the artistic horizons of others to expand as well.”
Art Logic, Jacqueline’s art rental and advisory business, has three key objectives: to enhance work environments by providing alternating art; to support local artists by sourcing space outside galleries for their work; and to push people’s perceptions of what constitutes art.
“As an innovative business, Art Logic allows artists to retain ownership of their artworks whilst being paid a rental fee,” she explains. “Most art is also available for sale, so artists have a double opportunity to support themselves and their work.”
Jacqueline says the grass roots idea has seen her develop workshops and greater corporate interaction with artists, communication that would be normally reserved for art aficionados and gallery visitors. Seeing herself as a ‘corporate curator’, she explains that art education is integral to personal and business betterment. The curated exhibits can reflect any image a company wants to portray — that it is fun, connected and challenging, for instance.
“When I work with an organisation to provide artworks there is also an opportunity to have artists come and talk to staff about their work,” she says. “Surprisingly, this is a great team-building initiative as co-workers can learn much from each other’s reaction to art.”
Jacqueline says games such as matching an artwork with ...
