Artistic Interventions

— Contemporary Artists as New Players in Innovation —

Abstract

The rapid changes in the contemporary economic environment have underscored the growing importance of innovation. Traditional logical thinking and management strategies alone often struggle to generate truly innovative ideas. In this context, “Art Thinking” is gaining attention as a novel approach. This study explores the potential of contemporary artists as new contributors to the field of innovation.Art Thinking incorporates the creative perspectives and processes of artists to address issues and create new value. Notable examples include Marcel Duchamp’s “Fountain,” which challenged fundamental notions of art, paving the way for modern art that emphasizes innovative concepts over aesthetic beauty.

The study conducted two empirical investigations: the intervention of artists in corporate projects and the development of an Art-thinking training program. In the case of Konica Minolta, Tsuyoshi Hisakado participated in a vision-creation project, providing new perspectives that led to high-level discussions and innovative outcomes. Additionally, a training program consisting of five steps was developed, wherein artists participated as instructors. This enabled business professionals to incorporate art-thinking and independently devise creative business plans.

This study suggests that contemporary artists play a crucial role in innovation by offering creative insights and questions, thereby enhancing corporate competitiveness.