INDIAN OCEAN
© Manoa Swimwear
© Manoa Swimwear
At the international 2017 “ Art for Tomorrow " conference in Doha , Irina Bokora , Director-General of UNESCO , stated that “ investing in culture [...] is investing in people [...]”. Culture helps us connect to one another socially and forms the basis of each of our identities . It ’ s a source of discovery and personal growth , and it creates a space for exchange and for ongoing dialogue through which to reimagine the world .
For businesses , cultural initiatives that bring communities together are an exceptional opportunity for communications and marketing . These events convey a message and reflect a company ' s values . They allow businesses to create relationships with their customers . And they establish a playing field based on a set of common cultural experiences that everyone can relate to .
Supporting cultural initiatives has a positive impact on a company ’ s image . It also allows the business to tell a story and pay tribute to its history while making a commitment
to customers . Hence collaborations between brands and artists , such as Louis Vuitton inviting major artists including Murakami and Sprouse to redesign its handbags , or the magnificent “ Gucci Hallucination ” campaign , created jointly by Gucci and the surrealist artist Ignasi Monreal . Celebrating beauty is about engaging with people . In addition to collaborations with artists , companies also provide patronage , sponsorships or financial support via their corporate foundations . For instance , Total France ’ s foundation supported the Bibliothèques d ' Orient initiative , helping to digitise and preserve thousands of ancient documents and manuscripts .
Private sector organisations are increasingly supporting and promoting culture in the Indian Ocean as well . Private funding has enabled cultural initiatives that might not otherwise have seen the light of day . A case in point is the Porlwi festival : thanks to a private-public partnership , it brought the Mauritian capital to life , accentuating its beauty and giving its history a voice for three years running .
© Eric Lee – Porlwi by Nature , 2017
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