OSA | aligning art and business

OSA enables fruitful collaborations that can create numerous benefits for both sectors.

Since time immemorial, artists have had the ability to understand the changes taking place, the ability to anticipate the times through their receptivity and artistic expression, and, thanks to OSA, they can access interesting assignments, obtain support, implement their vocation and bring their decisive insight up to unprecedented solutions.

Through the synergy between art and business, new visions of the world are foreshadowed for incorporation into the present, leading to action with participatory awareness toward the future.

 

case history
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Komen Italia

October 2025
Rebirth through art
An inclusive experience designed to support women who have faced breast cancer

The “Rinascere con l'Arte” (Rebirth through Art) project was born from a collaboration between OSA and Komen Italia to offer women a tool for inner healing. The idea is based on a revolutionary concept: the human being as a work of art, where true transformation takes place in the creative process, not in the final product.

It was conceived and created by Silla Guerrini, a visual artist specializing in women's issues and relational art, together with Francesca Meiners, a psychologist, psychotherapist in training, and yoga and meditation teacher. Silla and Francesca guided the participants through a process of creative expression and psychological support to accompany women in this delicate process of transformation, a tool for healing and renewal.
The project, which took place at the Bellaria Hospital in Bologna, in the multifunctional space of Komen Italia DONNE AL CENTRO, consisted of four experimental training sessions that accompanied the participants in creating a relational art action.

The culmination of the journey saw the women themselves as the authors of the work. In relational art, in fact, the work is only completed through the active participation of the people involved, transforming every gesture into an act of conscious creation.
In addition to undergoing therapeutic experiences and experimenting with different forms of artistic expression during the meetings, the participants created clay artifacts, symbols of their process of rebirth, which they then “sowed” into the earth in a collective gesture of trust and regeneration.

This project demonstrates that art can be a powerful tool for transformation, capable of turning pain into beauty, fragility into strength, and the experience of illness into an opportunity for rebirth.
“You are the healing. You are the transformation. You are the masterpiece.”

Project realized with the support of Komen Italia and OSA | new visions between art and business.

 

 

mtn | museo temporaneo navile

Ph. Credit: Auroreaudiovisivi, Courtesy: mtn | museo temporaneo navile

2019 / 2022
22 exhibitions | 99 artists
245 pages of press review

mtn | museo temporaneo navile is a project of artists Silla Guerrini and Marcello Tedesco, director and curator, supported by Valdadige Sistemi Urbani and under the Patronage of the Municipality of Bologna in Collaboration with the Navile District.
It stems from the desire to create an experimental center dedicated to art in the heart of the Navile district, enhancing the potential of one of the most populated and multi-ethnic areas of the city of Bologna.
“Thinking about a museum rooted in and in dialogue with the urban context seemed to us an extraordinary idea, something valuable to offer to the inhabitants of the area, first of all, but also to all the citizens of Bologna.”

The museum, conceived as a kind of organism that fits harmoniously into the life of the city, is thus not a place to celebrate cultural phenomena in their partiality in an abstract way, but a vital center where to convey and share artistic experiences that can rhythmically dialogue with contemporaneity.

mtn | museo temporaneo navile in four years of activity has contributed to the sales of Trilogia Navile, in Bologna. Thanks to the spillover of value to the territory that art generates, the project has fostered an increase in the perceived value of properties that were previously unsold.

ATI - Mariani Thermo Group | 50°

Ph. Credits: Mirco Ricci

May 11-14, 2023
“Air, Water and Fire,
50 Years of Passion”

The exhibition, focused on the historical memory of the company, emotionally involved the employees and created a strong moment of unity for the sales force and the entire company.
To mark the 50th anniversary of the company's founding, ATI - Mariani Thermo Group organized a series of celebratory events including, at the Damasco Art Exhibition gallery in downtown Cesena, the exhibition, “Air, Water and Fire, 50 Years of Passion.” Artist Silla Guerrini curated the exhibition and created a site-specific installation entitled “La selva” using products from the Romagnola company's smoke sector. An unprecedented enhancement that generated an interesting shift from functional to artwork in the product.

The Mariani brothers say that the idea of linking art to business activities proves to be an interesting strategy that allows the same content to be shared through a transversal gaze and action.
“For the 50th anniversary of the founding of ATI, we were accompanied by Silla Guerrini through a path of memories, feelings and emotions that we could hardly have brought out on our own. Sharing work activities generate important bonds between people.”
Fabio and Marco Mariani

 

 

Carlo Scarpa, Olivetti showroom in Piazza San Marco, Venice 1957-58 © Archivio Carlo Scarpa. Prada Foundation in Milan

Adriano Olivetti, entrepreneur, industrialist, publisher, intellectual, and politician, understood the importance of art in shaping human experience. He initiated collaborations across the cultural spectrum to grasp the needs and desires of human beings, pushing beyond conventional boundaries into uncharted territories, innovating processes and production methods.
Olivetti created new opportunities for innovation and growth through a visionary and intelligent perspective that could generate well-being and knowledge, valuing humanity through art and, concurrently, through work towards individual and collective emancipation. The entrepreneur from Ivrea managed to uniquely blend the realms of culture and profit.

 

For a company today, it becomes necessary to identify new marketing and communication strategies rooted in the wealth generated by the fusion with art.

This is why major corporations have engaged in a dialogue with contemporary art: Fondazione Prada, with rich corporate collections of masterpieces; Banca IntesaSanpaolo, by enhancing its extensive art collection; Enel, supporting the activities of the Maxxi Museum in Rome. Illy Caffè, Fiat, the historic Cantina Antinori, and others have been running projects related to contemporary art for years. The University of Venice, Cà Foscari, explores synergies between the two worlds through experiments that go beyond mere patronage, giving rise to new business models.

 Smaller corporate entities have chosen to invest continuously in projects related to contemporary art, with a keen focus on emerging Italian artists who are better suited to manage the budget.