jackson pollock brand ambassador? how bank of america uses fine art to make you like them

On a cloudy Wednesday in August, Jennifer Hickey used a small brush along the perimeter of Jackson Pollock\'s 1948 jersey.
\"I am reducing some color change on the edges,\" she explained . \".
Hickey is the administrator of the Museum of Modern Art in New York City.
She was hired to help repair three large Pollock paintings in the museum\'s collection.
Last fixof Number 1A —
Disclosed to the public today.
But when the 8 feet-wide painting reoccupied its place on the fourth floor of the Museum of Modern Art, the museum curator and nurse were not the only proud people.
This is because the project was funded by Bank of America as part of the financial giant three. year-
Old art protection project
The bank spends about $2 a year.
Among them, 5 million of the art expenditure was $40 million, helping the museum to give new life to important works of art.
So far, the bank has funded 57 projects in 25 countries.
Consider funding a museum project that must meet at least one of the three criteria.
This work should be important to art history, which is the main collection of the museum, or the representative of the culture it spawned.
Rena DeSisto, head of art and culture at the bank, explained that art \"is a very smart investment for our company.
\"The protection plan begins to show the bank\'s commitment to customers and employees, wherever they live.
DeSisto says art institutions are critical to the local economy because they make people want to go to places to live, work and visit.
Executives at Bank of America believe that working with the art industry will give their companies a similar position.
\"Bank of America\'s name at the Museum of Modern Art is a great thing.
We know how people react to brand image, which is a big part of the marketing world.
\"The survey found that customers who say they care about art are more satisfied with the bank.
She pointed out that comparing the dollar against the dollar with other types of marketing, the price of art is much higher than its price.
\"When the bank sponsors the exhibition, every advertisement that the museum operates for the exhibition contains its logo.
If the museum has an ad budget of $2 million, \"We don\'t need to pay $2 million for the ad.
\"It took 18 months to repair three Pollock works at the Museum of Modern Art, but chief conservation officer James Coddington said the project has been in progress for 15 years.
If Bank of America does not step in, the waiting time may be longer.
More often than not, Coddington explained, is external funding from the Foundation, allowing MoMA to \"take on such target projects and not be able to easily adapt to the normal workload and allocate resources to its large projects, especially in terms of personnel.
\"The conservation section of 20 people is six groups --
Painting, sculpture, paper, photography, time-based media and scientific research.
They work in art in MoMA\'s collection and see about 1,100 items a year.
Excluding wages and benefits, his Department budget is less than £ 6, Coddington saidfigures.
In May, a painting was auctioned for $58 million in the same year as the No. 1A Pollock work.
When Pollock rested in the center of the painting studio, it was taken up by Pieter Mondrian, Pablo Pikos Charnell House, and René Magri
Also sponsored by Bank of America)now on view.
As you do at your desk, paint colored pushpins on the edge of the Pollock canvas.
In the back room.
Ray machine slowly scanned one of Magritte\'s Surrealist masters.
To get their job done, the nurses use everything from dental tools to \"water-based cleaning mixture\" and cotton balls to complex and expensive machines.
\"We know as much as we can about an artwork, including its material --
Its goal is more scientific.
But it is also suitable for the overall work of the artist, \"says Coddington.
\"So you do see things that look like they\'re from science labs, and other things that look more like they\'re from artist studios.
Because of the integration of the two in many ways, we are occupied by it every day.
\"Pollock is known for its massive drops of water and inverted paintings like The 1A.
The job was acquired by MoMA in 1950.
Eight years later, the painting was damaged when a fire broke out in a gallery next door to where it was hanging.
The admins at the time cleared the soot and smoke damage, but since it was not the traditional oil on the canvas, their operation was a bit blind.
They don\'t know how to deal with exposed canvas or large space for house paint.
Although their efforts to limit fire damage were initially successful, they are not yet mature.
The goal of this and other fixes is to get as close as possible to the conditions of the studio.
\"This is a challenging painting and I will give it to you,\" says Hickey . \".
\"But there is a systematic treatment.
We did a lot of research and we did a lot of research before we decided what we were interested in doing.
So when you develop a treatment scheme for a particular painting, you have looked at every inch of the surface.
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