QAGOMA + Audi
QAGOMA, Future Beauty official opening and sponsor preview
Queensland Art Gallery | Gallery of Modern Art (QAGOMA) and Audi’s partnership celebrates innovation, excellence, technology and style.
We spoke with QAGOMA’s Head of Development, Kara Chiconi, and Audi’s General Manager Corporate Communications, Anna Burgdorf, to learn the ins and outs of this dynamic partnership.
The partnership has supported some of the gallery’s most popular exhibitions including Future Beauty.
QAGOMA Head of Development, Kara Chiconi
Future Beauty is a great example of a luxury brand taking an innovative and co-creative approach to partnership activation. How did the idea come about?
Future Beauty: 30 Years of Japanese Fashion highlighted the design, influence and innovation of pioneering fashion figures such as Issey Miyake, Rei Kawakubo of Comme des Garçons and Yohji Yamamoto who revolutionised the way we think of fashion today.
Audi Australia’s campaign for Future Beauty was inspired by the progressive design ideas showcased in the exhibition that blended Audi Design and Future Beauty.
Drawing on this, the interior of an A3 was transformed through the use of bold colours and futuristic paneling inspired by the fashion, creating a work of art. As well as becoming a living piece of contemporary art in its own right, the project ultimately posed a question as to what these designing minds might be driving years into the future.
Tell us about the value created for Audi and QAGOMA as a result of this activation?
I think for Audi the activation reminded their customers, and QAGOMA audiences, that the Audi brand has always been a design leader in the automotive world. The Gallery is known for pushing the boundaries in our exhibitions and their designs which aligns to Audi’s focus on progressive and innovative thinking.
For both brands there was a genuine sharing of audiences and stories, enabling both to reach markets that we would otherwise not have been able to.
On another level, the partnership for Future Beauty presented QAGOMA with an opportunity to re-think the way that we engage in our corporate partnerships – how to push them a little further and look for ways to value-add.
What makes QAGOMA’s ongoing partnership with Audi successful?
The partnership reinforces Audi’s commitment to the arts in Australia, which is something they have become synonymous with. However along with this, it offers an opportunity to take the brand ‘outside the showroom’ for their customers and engage them in a dynamic environment.
From a servicing perspective, as the partnership has developed over the years, both parties have become acutely tuned in to what the key objectives are – and are not afraid to push the boundaries to achieve these.
What’s your favourite creative execution that’s come about from this process and this partnership?
It is by far the design of the Audi A3 Cabriolet for the Future Beauty exhibition. It not only looked amazing, but it still has people talking about it 12 months on.
How important is it for QAGOMA to find the right fit when seeking private sector support?
The corporate sector plays a crucial role in bringing the gallery’s world-class exhibitions to life. Funding through the private sector helps us expand the reach of our programming initiatives. In this respect it is important that there is a genuine alignment with the partner/sponsor so that both can maximise the benefits to produce tangible outcomes.
Past relationships have shown us that we can realise greater results by aligning and leveraging with partners who have a shared sense of values and who are genuinely engaged in developing long-term relationships.
What are your top three tips for arts organisations seeking partners or sponsors?
- Understand the true value of your organisation and product and what you can offer to a partner. They need to be able to easily identify how it will work for them which is not always to clear in the arts industry.
- Understand the key drivers of your prospective partners. Are they looking for customer interaction? Is it about staff engagement and retention, or purely cultural benefaction?
- Accept that it’s not a case of ‘one size fits all’. Each partner will have different needs to satisfy and this will in turn determine their approach to the partnership and how they interact with you, and the level of servicing they will expect.
What three words would you use to describe your partnership with Audi?
Successful, Innovative, Progressive.
Audi General Manager Corporate Communications, Anna Burgdorf
Audi has been a strong supporter of the arts for many years now. What do you see as the main benefit for Audi?
As a German brand, culture and the arts are important to our heritage, reflecting the brand’s values in a premium way. Supporting the Arts in Australia enables us to engage with a sophisticated, art-loving audience and offer inspiring and unique experiences to our community of dealers and clients.
How do you continue to identify new ways to create meaningful brand extensions? Is there a set process, or is it fluid?
We are always looking for new and innovative ways to deliver exceptional experiences for Audi owners and consumers, and this can be achieved by partnering with pioneering organisations that share our brand values. Once we have assessed our target market, we look for organic partnerships that will allow us to drive increased brand awareness.
What’s your favourite creative execution that’s come about from this process and this partnership?
The Audi A3 Cabriolet and Audi kimonos we designed for Future Beauty:30 Years of Japanese Fashion. As a part of the exhibition, Audi looked at how progressive design philosophies such as those showcased in the exhibition might not only challenge our perception of beauty in the future, but also influence how we design our vehicles.
Drawing on these progressive designs, the interior of an Audi became a literal work of art, as it was transformed through the use of bold colours and futuristic panelling which referenced traditional Japanese modes of dress. The project became a living piece of contemporary art in its own right.
When assessing sponsorship opportunities, what is your assessment team looking for?
Ultimately we look to partner with brands that share the three core values that define Audi around the globe – innovation, progressiveness and sophistication. We look for long lasting partnerships that allow progressive platforms to host our customers and generate new relationships with prospects outside the traditional vehicle showroom.
How do you measure the ongoing effectiveness of a partnership? What makes a good one?
As a first step, transparency on key business objectives and working alongside partners on a strategy to achieve mutual goals is crucial. Creating a genuine sense of collaboration and mutual respect is also key to success.
Our partnership with QAGOMA initially came about to drive increased brand awareness in Brisbane and QLD. The partnership has been so successful that it has now become benchmark in our portfolio.
This has much to do with QAGOMA being a forward-thinking institution in how it works together with partners, like Audi, to deliver strong results, while upholding artistic independence, which we admire.
What benefits has this partnership provided Audi?
For Audi, the partnership with Australia’s premiere contemporary art institution has allowed us to help drive increased brand awareness in the QLD region. It also provides us with a way of giving back to the community which supports the growth of the brand.
What three words would you use to describe your partnership with QAGOMA?
Excellence, Ingenuity, Progressiveness.
