91原创

During the screening of Marcel Duchamp鈥檚 film An茅mic Cin茅ma in the 91原创 Atrium, we have invited Ivar Bj枚rkman, head of OpenLab Stockholm, for an Art Talk on Marcel Duchamp as an entrepreneur. Dr Bj枚rkman has previously been the president of the Royal College of Arts and Craft (Konstfack) in Stockholm and done research on the business of new Swedish design.

During his fieldwork amongst Sm氓land entrepreneurs, Bj枚rkman made an interesting discovery. For design management and entrepreneurship, Marcel Duchamp鈥檚 entire body of work had been of primordial importance to business. In his research, Bj枚rkman showed how Duchamp鈥檚 work in value-making and communication inspired a radical new way of understanding how Walter Benjamin麓s aura could be resurrected in an era of industrial production. How did Duchamp turn commodified objects into art?

However, in Ivar Bj枚rkman鈥檚 rendering, this implies that the entrepreneur becomes a true and respectful friend of art and artists. How this can be realized, how art and business can coexist and cross-fertilize, are some of the questions Ivar Bj枚rkman will address in his presentation.