Long reserved for public spaces, frescoes now seem to be enjoying a resurgence of interest among French companies. At the same time, new initiatives such as "depolluting" or patronage frescoes are gaining in popularity, demonstrating that art can play a key role in corporate CSR strategies. What are its origins and possible formats? What recent developments have they undergone? Why and how to finance a corporate fresco? We take a look at some recent examples.
Cover image: SAYPE and Didier Plowy for Grand Palais Immersif. "Beyond Walls" is an ephemeral work of art by Saype. The artist uses an eco-responsible paint composed essentially of chalk and charcoal. It is part of the land art movement, a trend in contemporary art using nature's setting and materials. Saype first exhibited some thirty photos and paintings at the Magda Danysz gallery in Paris.
In the beginning, conveying a message
The term "fresco" comes from the Italian "fresco", meaning "fresh". It refers to the technique of applying pigments to wet plaster to ensure lasting adhesion of the paint. The first frescoes date back to prehistoric times, with famous examples such as Lascaux in France and Altamira in Spain, created around 20,000 years ago. These works used natural pigments to depict hunting scenes and animals. In ancient Egypt, frescoes decorated the tombs of the pharaohs, illustrating myths and rituals. These frescoes were created using mineral pigments on fresh plaster to ensure the durability of the colors. The Greeks and Romans helped perfect the art of fresco. Roman villas feature sophisticated frescoes depicting landscapes, mythological scenes and architectural motifs. In the Middle Ages, frescoes mainly adorned churches and monasteries, illustrating biblical scenes to educate the often illiterate faithful. Used to decorate the walls of churches, palaces and public buildings, frescoes were already transmitting myths, stories and cultural values as a legacy for present and future generations.
Contemporary frescoes
Contemporary frescoes come in a variety of shapes and styles, each meeting specific needs in terms of aesthetics, message and functionality.
- Trompe-l'œil réaliste : ltrompe-l'œil is an artistic technique that creates the illusion of three-dimensional objects. Using realistic perspectives, these frescoes can transform flat walls into picturesque landscapes, architectural scenes, or even windows opening onto imaginary worlds. They are often used to visually enlarge restricted spaces or add an intriguing dimension to a setting.
- Street artstreet art is a contemporary urban style often charged with social, cultural or political messages. These works are characterized by spray-painting techniques, stencils and free-form drawings, bringing a vibrant, dynamic touch to public and private spaces. Street art frescoes transform buildings into monumental canvases, revitalizing entire neighborhoods.
- Abstract art : labstract frescoes use geometric shapes, patterns and colors to create visually stimulating compositions without necessarily depicting recognizable objects. This style is appreciated for its ability to evoke emotions and personal reflections in viewers, playing on individual perceptions and interpretations.
- Historical and narrative frescoes : chese frescoes tell stories, often related to local history, important events or cultural legends. They are used to educate, commemorate or celebrate historical figures and moments.
- Interior office frescoes : lnterior murals are often customized to blend harmoniously into workspaces. They can include floral motifs, natural landscapes, or custom designs that reflect the company's values and identity. These murals aim to create motivating environments for employees and visitors alike.
- Participative and collaborative murals : chese projects often involve the participation of the local community or a company's employees. Participative workshops allow individuals to contribute to the creation of the work, reinforcing the sense of community involvement. Collaborative murals can serve as powerful tools for social and team cohesion.
- Land art: this This artistic movement emerged in the late 1960s, mainly in the United States. It is an art form that uses natural materials (earth, rocks, plants, water) to create works of art in situ, often on a large scale. In the form of frescoes, they are integrated to live in harmony with their natural environment.
Frescoes & land art. In each of his works, Saype captures the fragility of our society and its challenges, with monumental frescoes on grass, earth, sand and snow. The passage of his frescoes, which are destined to fade, aims to impact mentalities while respecting nature. They are painted with an eco-responsible paint composed essentially of chalk and charcoal.
Left: Beyond Walls, Step 20: Cairo 2024 Eco-responsible sand painting 900 m2 Pyramides de Gizeh - Cairo (EGY) 2024 03/06/2024 08:38 31°7'38,485'' E 29° 58' 3,774'' N. Right image: Trash Eco-responsible painting on grass Lausanne (CH) 2023 46°31'06.6″N 6°35'20.3″E.
"The fresco is a symbol, an instrument of communication. "
Pierre-Alain Benoît, General Manager of Mural
Green innovations
The artist Saype is renowned for creating giant frescoes in a style akin to hyperrealism, designed in nature using a biodegradable paint he invented himself. His mixture of chalk and charcoal does not harm the earth, which recovers over time. Saype took three years to develop this very special eco-responsible paint, which is sprayed in a choreographed gesture. A mixture of water, chalk, charcoal and casein (milk protein), it is designed not to degrade nature and is not intended to last forever. His frescoes disappear in a matter of weeks, under the effect of plant regrowth and climatic conditions. It's a way of questioning the impermanence of things, like the meticulous ephemeral Tibetan mandalas that the artist often evokes. "I'm very interested in the ephemeral side of things. There'sno need for a physical trace to leave its mark on people's minds ," explains the former graffiti artist.
So-called "depolluting" murals represent another avenue explored for combining art and ecology. In 2023, Ville de Laval inaugurated a mural fresco using depolluting paint to promote eco-citizen eco-citizen gestures such as cycling, walking, public transport, tree planting and local food. Made using over 100 liters of Graphenstone paint, the work by Laval artist Aless MC is unique in that it absorbs carbon dioxide as it dries. According to the manufacturer, three 15-liter containers of paint absorb just over 10 kg of CO2, the same amount as a 250-kilogram tree eliminates in a year. The project is said to be carbon neutral, since it has absorbed at least the equivalent of the greenhouse gas (GHG) emissions produced during its creation. "The fresco is part of a global approach. It's a symbol, an instrument of communication," explains Pierre-Alain Benoît, General Manager of MURAL, the organization that coordinated the project. "What we've illustrated with this work is that there are a multitude of ways for our citizens, organizations and businesses to reduce their GHG emissions. Whether by opting for greener modes of transportation, contributing to neighborhood greening or consuming locally, we can all help reduce our collective footprint."
In 2023, the city of Laval, Quebec, is inaugurating a mural with depolluting properties.
Financing the frescoes
98% of corporate sponsors are small or medium-sized businesses. From an intuitive act of generosity, philanthropy can also become a genuine strategic tool, seeking to optimize its impact on the cause supported and create intangible value for the company or region.
The Mécène Mayenne foundation launched a call for projects to paint a giant fresco on the grain silos of the Terrena agricultural cooperative in Laval. The artist selected was Harry-James Hoareau. He decided to paint three immense giraffes, 26 meters high. Close to the train station, it is particularly visible to train passengers. Photo : Rémi Hagel
Choice of artist, budget and creative process
The creation of a corporate fresco follows a simple 3-stage collaborative process. First, the consultation and design stage involves an in-depth discussion with the customer to understand their needs and the story they wish to tell through the fresco. The theme, style, colors and location of the work are defined at this stage with the help of a 3D preview. In the second stage, severalumerous artists are proposed to the customer, according to the project brief. The choice of artist is up to the company, based on the suitability of the artistic universe for the project's objectives. This stage guarantees that the final work will perfectly reflect the company's identity and the message it wishes to convey. During the final production stage, thehe techniques used vary according to the style chosen. Artists use brushes, rollers, stencils, airbrushes and, more often than not, spray paint cans. Participative workshops with employees can strengthen commitment and team cohesion. This stage is often the most interesting, as it provides an opportunity for the artist to meet the company's employees. From a few days to a few weeks, the artist discovers, appropriates and interprets a universe alongside the company. A number of factors influence the predefined budget: the choice of artist, the dimensions, and the constraints of the project (gondola, rope access, scaffolding, etc.). Contrary to popular belief, frescoes can be created on a budget you can afford.
In 2024, Zenpark, the European leader in intelligent shared parking, teamed up with Brussels-based artist Oli-B to transform a parking lot in Puteaux into a test immersive work. This unprecedented collaboration aims to rethink urban parking spaces, offering users an experience that is at once practical, artistic and signage-based, guiding users in a circulatory direction and bringing light to underground spaces.
Respond to concrete business issues
Murals transform drab workspaces into visually stimulating environments. They bring color and life, positively influencing employee mood and productivity. The colors used in wall art can have significant physiological and psychological effects, improving general well-being. They also reflect the corporate culture, while serving as visual landmarks reminding employees of the organization's objectives and principles. An artistic and creative work environment can also attract talent. Companies perceived as dynamic and culture-oriented are more likely to attract new talent. Murals play a crucial role in employer branding strategies, demonstrating the company's commitment to creativity and artistic expression. They are also powerful powerful signage tools for better circulation in complex or dark spaces.
In 2023, Michelin inaugurates the introduction of a new "Cosmos" machine designed to reduce worker fatigue, against the backdrop of a fresco created by artist Elodie Buisson. The result of a team effort initiated by Michelin's Troyes plant in collaboration with Bail Art Projects.
Bail Art Projects
Bail Art Projects installs works of art in relaxation areas, offices, gardens and company lobbies for :
- encouraging curiosity
- strengthening the employer brand
- convey CSR commitments
Leading art rental company since 2009, a team of professionals will accompany you:
- rental of works for temporary decoration
- customized projects for permanent decoration: murals and monumental works of art
- exhibitions to liven up your teams
🖥️ Discover Bail Art Projects corporate art projects
📞 +33(0)1 46 17 47 19
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