In addition to MoMA, the collaboration with the Neue Nationalgalerie (Berlin) has become a sparkling mainstay in the Volkswagen commitment to culture. When the German electronic music pioneers Kraftwerk gave eight guest concerts at the Mies van der Rohe-designed building in January, staging each of their albums in 3-D, the advance tickets were sold out within days. A further high point was last year’s first comprehensive collection of works by the impressionist sculptor Rembrandt Bugatti (1884–1916). The work of the Italian, who ranks as one of the most notable and original sculptors of the early 20th century, can be seen in several major museums around the world, and is valued at millions in the art market, but today he has been largely forgotten by a significant portion of the art-viewing public. At least until this particular exhibition.
Diversity and accessible art – they are aspects that are ideally suited to the form of art appreciation fostered by the Volkswagen Group’s corporate culture. “Other companies collect art or create it themselves,” says Benita von Maltzahn. “Above all, we primarily support art that reaches a broad spectrum of the population in all its diversity and serves as an impetus to the creative activities of others.” Among other things, more active involvement in China’s art and culture is planned for the coming years.