In the ever-evolving landscape of corporate spaces, artists and brands collabs have become a powerful tool for creating inspiring environments. As Victor Lipman notes in Forbes, while it may be challenging to calculate a classic ROI for workplace art, there's a tangible "Return on Environment" (ROE). Lipman argues that art in the workplace is "less about aesthetics and more about pride in one's environment," showing that management cares about the employee and customer experience. This pride on your own workspace, he contends, "motivates. And that's good business" (Lipman, Forbes). A recent partnership between WeWork and local artist Sabek, orchestrated by Basa Studio, exemplifies this philosophy and the transformative potential of artists and brands collabs in corporate office spaces.

 

---

WeWork, known for its innovative approach to shared workspaces, sought to infuse their Madrid location with the vibrant energy of the city's contemporary art scene. Basa Studio, acting as the creative matchmaker in this brand and artist collab, identified Sabek as the perfect artist to bring WeWork's vision to life.

Sabek, a rising star in Madrid's urban art community, is renowned for his bold, abstract style that captures the essence of modern Spain. This collaboration allowed WeWork to tap into the local creative pulse, demonstrating the company's commitment to integrating with the cultural fabric of its locations.

---

While brands and artists collabs can yield stunning results, they often come with unique challenges. In this case, the project faced an initial hurdle: securing the artist's participation in the PR opening event. Professional artists like Sabek typically only agree to such public appearances when they feel a strong connection to their work (or the brand). 

The key to unlocking this impasse lay in understanding the delicate balance between brand requirements and artistic integrity. Basically, Sabek wanted to have as much artistic freedom as possible, under a general briefing WeWork would give him. 

WeWork's willingness to embrace Sabek's distinctive style proved crucial in gaining the artist's full engagement with the project, including his participation in the opening event.

This flexibility highlights a critical aspect of successful brands and artists collabs: respecting the artist's creative vision can lead to more authentic and impactful results.

---

The mural project, spanning an impressive 17 meters in length and 5 meters in height, came with a clear budget. This transparency in the budget, from the beginning, streamlined the planning process, allowing all parties to focus on the creative aspects of the collaboration.

With a four-month timeline from briefing to completion, the project demonstrated the efficiency that can be achieved in artists and brands collabs when expectations are clearly defined from the start. This timeline included the initial concept discussions, design approval, wall preparation, and the actual painting process. The clear communication and well-defined scope allowed Sabek to work efficiently, completing the large-scale mural within the agreed timeframe without compromising on artistic quality or vision. This smooth execution highlights the importance of thorough planning and mutual understanding in successful artists and brands collabs. Generally, a project this size can be completed as fast as one week, everything included. However, the more time in advance our team at Basa Studio has to source the right artist, the better. This extended timeline in the WeWork project allowed for a more considered approach, ensuring the perfect match between the brand's vision and the artist's style.

---

One notable aspect of this collaboration was the direct line of communication between WeWork and Basa Studio, without the involvement of an intermediary agency. This direct approach in brands and artists collabs can lead to clearer communication, faster decision-making, and a more seamless creative process.

---

The resulting mural not only transformed the physical space of WeWork's Madrid location but also created a talking point for members and visitors alike. By featuring Sabek's work prominently, WeWork has positioned itself as a patron of local art, enhancing its brand image and creating a unique identity for this particular location.

 

---

The successful collaboration between WeWork, Sabek, and Basa Studio serves as a blueprint for future artists and brands collabs, aligning with emerging insights on the impact of art in the workplace. An Art at Oxford Saïd seminar highlighted the evolving role of art in professional settings, emphasizing its potential to create welcoming spaces and boost productivity when implemented thoughtfully.

The seminar referenced a 2012 survey by International Art Consultants, which found that 90% of respondents reported having art in their workplaces, with 94% feeling that art made their workplace more welcoming. Moreover, research by Dr. Craig Knight at Exeter University, discussed during the seminar, demonstrated that workers in an “enriched environment” could be up to 32% more productive compared to those in lean or functional environments.

These findings underscore the value of initiatives like the WeWork and Sabek collaboration. As businesses move away from trophy corporate art collections towards more strategic use of art, and artists, brands collabs offer a way to create culturally relevant, visually striking spaces that serve both aesthetic and practical purposes.

The WeWork project demonstrates how companies can leverage local artistic talent to transform corporate spaces into vibrant canvases that reflect the spirit of their communities while enhancing the work environment. As more businesses recognize these benefits, we can expect to see an increase in thoughtful, well-executed artists and brands collabs.

These partnerships have the potential not only to beautify workplaces, but also to significantly impact employee well-being and productivity. By creating environments that are both functional and inspiring, companies can foster a sense of pride and motivation among their workforce, ultimately contributing to better business outcomes.

As we move forward, the integration of art into corporate spaces through artists and brands collabs will likely become an increasingly important strategy for businesses looking to create dynamic, productive, and culturally rich work environments.