Start Collecting as a Company: Why, How and What to Consider

A corporate art collection is more than a set of acquisitions, it’s a form of storytelling. It signals leadership, creativity, cultural awareness, and a genuine appreciation for curiosity and diverse perspectives. Most importantly, it helps a company articulate who it is and who it aspires to be.

This article explains how organisations of any size can begin collecting art with clarity and confidence, guiding you through the process in three essential stages:

1. Why companies should start collecting art.
2. What to consider before starting a corporate art collection.
3. How to start collecting as a company.

More and more companies—large and small—are discovering that art is not just decoration. It shapes identity, creates atmosphere, reflects company values, and sparks dialogue. In short, art in the workplace brings benefits on several levels:

• Art visualises corporate identity and values
  Art transforms an office from a neutral space into one with character and presence. As Leif Djurhuus noted: “Instead of these empty walls, it gives the company a brand or identity.” Art communicates instantly to visitors, clients and employees, signalling what your company stands for. It humanises corporate environments and encourages daily inspiration and dialogue as Julie Quottrup Silbermann added: “Art creates a dialogue. When visitors see a piece, they ask questions, and that opens up for conversation and engagement.”
  
  
• Enhance employee well-being and culture
  Art can play a role comparable to a human resource department, according to Tina Grønning, who specialises in integrating art into corporate settings. Twenty years ago, companies would not have contemplated having an HR department, today, few could manage without one. The same, she argues, will soon be true of incorporating art. Studies by Danish Industry also indicate that art boosts creativity, improves mood and strengthens employees’ sense of belonging.
  
  
• Supports the art ecosystem
  For companies to engage with art, particularly by supporting emerging artists, is a powerful way of contributing to cultural life. As Mette Marcus explained: “When companies engage with art, they build identity and foster inspiration, but also create long-term cultural value by contributing to the wider art ecosystem.” In doing so, companies position themselves as culturally aware, socially engaged and forward-thinking.
  
  
• Should art be seen as an investment?
  While art can appreciate in value, financial gain should not be the primary motivation to include art into the workspace. Djurhuus emphasised: “You shouldn’t buy it for it to increase in value. You should buy it to hang it up on the wall and to enjoy it.” The broader return lies in an enriched feeling of shared identity, workplace culture, employee satisfaction and visitor engagement.

When beginning a corporate collection, the most important early step is to define your artistic direction. A guiding question should be: What are your company’s values, and how do you want others to see you? With this in mind, here are key elements to consider:

• Define your artistic direction.
  Start by identifying your company’s values and if there is a message you want to convey. Decide whether your collection will have a regional or international focus, distinct theme, style or set of values or a mix of these.
  
  
• Emerging or established artists?
  Decide whether to prioritise well-known artists, emerging talent, or a combination. Balancing established names with emerging voices can maximise cultural impact and artistic diversity. The key question is: Where do we want our collection to go, and who do we want to support?
  
  
• Permanent collection or rotating programme?
  Consider whether to build a permanent collection, host rotating exhibitions, or commission site-specific works. Rotating exhibitions energise the workplace and offer ongoing experiences for employees and visitors, while permanent collections provide stability and reflect a company’s history and identity. Many companies combine approaches: perhaps start with rotating exhibitions to generate engagement, then gradually build a permanent collection and integrate commissioned or integrated works for lasting impact.
  
  
• Budget and preferred model of acquisition?
  Companies can engage with art in several ways:
  Leasing artworks from galleries provides flexibility, with rental costs often deductible as operating expenses. Commissioning new works allows for bespoke, site-specific pieces, typically with guidance from advisers or gallerists. Purchasing original works or prints offers a long-term record of the company’s journey and can be a way to mark key milestones. In Denmark, primary-market purchases also qualify for tax benefits*.
  
  
• Where and how should artworks be displayed?
  Consider the available space, any spatial limitations, and the sightlines, ensuring each artwork is appropriately positioned. Also, determine whether you are looking for floor-based or wall-hung artworks and account for the weight and mounting requirements of sculptures, wall pieces, and installations. Finally, plan for maintenance, conservation, security, and insurance to protect your investment and preserve the collection over time.

Once you have defined your vision and the role art will play within your organisation, ask yourself: What can be managed internally, and what may require external support? Do you want professional guidance, or would you prefer to involve employees? From there, a range of starting points open up:

• Engage with galleries
  Visit galleries, attend exhibitions, follow artists and develop relationships with gallerists - much like building a private art collection. This approach ensures authenticity and allows the collection to evolve naturally. Consider including employees in the process to strengthen engagement and ownership.
  
  
• Visit art fairs
  Art fairs provide an efficient way for companies to gain a broad overview of the contemporary art landscape. By seeing many artists and galleries in one place, you can quickly identify the styles, themes, and media that align with your organisation’s values and visual identity. They are also useful for comparing prices, discovering emerging talent, and initiating conversations with reputable galleries. Consider bringing your team along to experience the fair together and observe which works resonate when everyone selects their favourite pieces.
  
  
• Explore off-site exhibitions
  Explore curated exhibitions beyond traditional gallery spaces such as museum shows and public art installations. An example is the CHART in Tivoli exhibition, that displays artworks in new and surprising ways. These settings often feature pre-existing commissions and can inspire ideas for how art might be integrated into your own environment.
  
  
• Consult an art professional
  Engaging a professional can help clarify your strategy, select artists, and navigate acquisition methods. This support may come from a trusted gallerist or an independent art adviser who can introduce you to relevant works, galleries, or artists. These can help align the collection with the company’s values, visual identity, and long-term goals. While the process should never feel rushed, their expertise can guide you efficiently through early decisions and initial acquisitions.

Many companies find that a combined approach works best—visiting galleries, engaging with gallerists, exploring pre-commissioned works in public spaces, and encouraging suggestions from employees. Finding the right balance between professional guidance and internal exploration is crucial. Clarify who will be responsible for acquisitions, and consider distributing research and exploration across a team or appointing a dedicated individual.

1. Define purpose.

What is your primary goal: nurture employees? Strengthening corporate brand and image? Supporting the arts?

2. Define the artistic direction.

Decide the artistic direction of your collection; whether to support emerging or established artists, and whether the collection should have a regional or perhaps international focus.

3. Determine budget and preferred model of acquisition.

What is your budget for artworks, are there any tax benefits you can leverage, and do you prefer building a permanent collection, hosting rotating exhibitions, commissioning site-specific works, or a combination of these? What can you handle internally, and what might you need help with?

4. Assessing placements and preferred media.

Plan artwork display by assessing space, sightlines, types (floor-based or wall-hung), and mounting requirements.

5. Explore, explore, explore.

Engage with galleries and artists, visit exhibitions and fairs, and explore public artworks to identify the most suitable pieces for your collection. Make it an organisational activity to select and develop your company’s collection.

6. Consult an art professional.

To get started faster: A trusted gallerist or art adviser can guide strategy, artist selection, acquisitions, and align your collection with company values and goals.

7. Let your collection evolve.

Allow the collection to grow with your company. Include employees and make art a part of everyday engagement.