Art Market and economy are a complex world and an art expert needs to have the  ‘ know how’ to understand it.

I am  an art advisory and market lecturer at the Advanced training Course  ‘Economy of Art and Cultural Heritage Management’ in Bologna, 2020, organised by LETTERA I BOLOGNA.

My course, ‘ART SYSTEM, ADVISORY AND MARKET’ , is about Art Advisory, Valuations, Art Market case studies and the Art System.

First, this is the program and the link:  if you are interested in individual courses or Masters you can contact or call 051  237911

Second, you can read here the program of the ‘Economy of Cultural Heritage’ post graduate Avanced Course. ART MARKET AND ECONOMY

The Advanced Training course in Economics and Management of Cultural Heritage stems from the need to combine the mastery of humanistic knowledge with the development of the correct marketing and management skills for cultural heritage, as well as specific skills in the field of Communication for Culture .

By applying the most innovative business strategies to the culture system, where artistic experience is closely connected to the economic logics of management and promotion, the course explores three fundamental aspects, which are synergistic and complementary to each other:

1 Cultural Heritage Marketing: analysis, definition of objectives and planning of activities for the enhancement of the artistic product in the reference market, role and tools of the Art Advisor

2 Cultural Heritage Management: economic management of the cultural enterprise, legislative elements, museography and its applications, museology and didactics of art, crowdfunding and fundraising for culture

3 Communication for the Culture System: computer languages ​​for the cultural sector and promotion of art

In addition to the theoretical lessons, the students will have the opportunity to participate in the activities promoted by the Letter Research Center i.

Technical visits to museums, cultural institutions and art galleries are also planned.



Economics and development policies: cultural market and reference management

Cultural institution and social responsibility

Sociology of the territory

Regulatory area and sector legislation

Museum activity: tax profiles

Art market and artistic asset as an economic asset: role and tools of the Art Advisor

The transfer of works of art: tax compliance

Digital and visual marketing: tools, techniques and communication of cultural heritage

Fundraising and Crowdfunding for culture: fundraising techniques and sponsorships

Museology and Neuroaesthetics for a new use of museum itineraries

Museography and its applications

Skills and organization of didactic-educational services

Interpersonal communication and TeamWorking




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“Pink romance” . Lara Favaretto.

It is a Pink confetti’s cube falling down, confetto after confetto.
Do you remember minimalism? Bob Morris essential strictness turned into a sort of geometric cake that starts collapsing, like an ordinary broken romance, represented while it begins to fade away … There is no sadness, no pain .

There is a metaphoric beauty and poetry, in Favaretto’s artwork, even in a sort of soft initial failure.

The beauty of the Ephemeral .

The conceptualist beauty of a giant cotton candy….


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The seduction of colours, combination of colours and their powerful Aura to bring light and warm feelings in a room and a soul.

“Internationally recognized for her mastery of a textile vocabulary of extremely different scales—sculpture, tapestry, site specific commissions for public spaces, environments of recuperated clothing and uniforms, and more—Hicks has thoughtfully crafted miniatures throughout her nomadic career.”, from BGC Yale, Sheila Hicks.
Link to her considerations about Art for Venice Biennale here :

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Art and Music sometime are so close .

Ode to the five senses in a neon written artwork and ode to the senses in a concept album that made history.

“See Me
Feel Me
Touch Me
Heal Me
Listening to you, I get the music
Gazing at you, I get the heat”
(Tommy, the Who)

Art is a burglar of souls : it open the door of perception .

From William Blake to rock and roll there is not a frightening distance.

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Relaxing time in pink hammocks?

Blood in My Milk is ” the artist’s first institutional solo exhibition in the US and brings together new multi-screen edits of four of Simnett’s most important works to date.

In Ben Eastham’s words : “Simnett’s work is ‘surrealist’ in the manner of Un Chien Andalou (1929), cutting abruptly between images to foster nightmarish associations.  Influenced in her early work by the body politics of feminism’s ‘second wave’ (she shows me sketchbooks filled with homages to Jenny Holzer, Barbara Kruger and Cindy Sherman), her work proposes that we situate the body at the centre of debates about society and the self which are increasingly preoccupied with immaterial networks and non-corporeal identities” (

Marianna Simnett plays around the themes of the body and the Self via an enchanting   artwork: so feminine and  tender, but also anxious about themes such as Identity and Personality, via her filmic universe.
Brilliant, soft, strong.

THANKS TO lssartadvisory.  FOR THE PIC Courtesy the artist and Jerwood/FVU Awards


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The Danae’s myth turned  into a performance.

There is a room, with a machine, so that when you go to the exact center, a rain of gold falls on you, while transparent umbrellas protect you …
The gold rain  is Zeus metorphorphic body from which Danae gave birth to Perseus.

Danae, in this new myth’s interpretation, is every woman, that can be part of the performance, who gives birth to herself, first of all , in the artist’s mind.
Myths are alive and eternal, even if their meaning change with time and space .
Ovidio is still alive, here and then . But a woman/Danae  gives birth to herself, first .

There is poetry in taking part to this rite.




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Miart Fair Milano.


I think that behind lots of artworks, in literature, visual arts , music and so on, there is the same basic question about life: are you really happy?

Each artist gives different visions and interpretations. No one gives solutions because Art is about questions and ideas but it is not a theorem.

This one goes directly, in a conceptual way, to the point: ourselves at the mirror investigating about Identity and feelings.

The word REALLY is the starting point towards a change and evolution…

The Self at the mirror, basically, to see what is behind it ! A conceptual tribute to Lacan.

This is cool isn’t it !?



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Butterflies since Odilon Redon…

A tryptich.
In the Middle Age it was all about holy subjects, biblic stories, sacred themes, the “vanitas “, vanity of physical life .
Today, Damien Hirst puts his beautiful dead butterflies as a symbol that mixes the idea of Beauty to the fear and removal of death in our era .

There is beauty in death ? Or beauty is a way to escape that scaring feeling of a physical end ?
A Postmodern tryptich is about a cliché: eros and death. Myths collide in Hirst work .
Like in his asian inspired Mandala series.
A sort of new religion using the art languages.

Butteflies. From the Renaissance to Damien Hirst , directly from Fiac Paris, another work that shows beauty and ephemeral things in life via this elegant and fragile creature.
Is it inside a cage ? Or is it just a box to protect it ? Maybe both … protection can become a cage sometime and a cage can be felt as protective…. yin and yang.

Amidst the painting and the colours in a new landscape, butterflies are a symbol since ages of things passing by : life, love, memories, dreams.
It is a bit like painting the pleasure to feel blues …to be Sad, but just for 15 minutes, Warhol said.




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Fashion and Art connected.

Floral connections, but also metamorphic ones.

In a world where the star system and the fashion system are so relevant, fashion looks at art to steal  a little of its sublime, ultramundane touch.

John Galliano 2004 versus Gustave Klimt, beginning of the 20th century: in both cases, garments like sunflowers, fabrics like little flowers in 3d. Total metamorphosis: women turned into botanical treasures.

To be honest, Klimt offers the viewer a plant with a carpet of colorful and graceful flowers, at its roots: it is a sunflower plant. The setting is such that no one sees a plant, but one of his women with long large dresses, sumptuous but linear, Botticelli-style, with bright fauve color,.

The patchwork of different flowers and different plants correspond to patchwork of different fabrics, with different but meticulously naturalistic patterns, and a gigantic sunflower as a headdress that makes the head of the woman to disappear, like a residue of human features. Literally, a metamorphosis is a crossing, going beyond form, trespassing.

Women-vegetables  or humanized plants, the fact remains that the floral patchwork winks at a renaissance of graceful but outrageous, feminine but assertive forms.

More flora, than fauna, on the canvas as on the catwalk.



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A famous artist today is a star , he’s a brand , so different from the bohemian icons of the XXth century.ART ADVISOR ITALIA

Artists such as Damien Hirst, Tracey Emin, Jeff Koons, Marina Abramovic, Vanessa Beecroft, Anish Kapoor, Maurizio Cattelan are rewarded with a popularity worthy of the movie stars, encroaching on the environment of fashion and rock.

As an example, first of all,  the collaboration of Jeff Koons with Louis Vuitton. Fashion has an aesthetic search that goes beyond the  value of an object.  Above all, via Koons, it is a symbolic value.

Art should go beyond this: it goes beyond the ephemeral because it expresses values, expresses ideas. One wonders if in these contaminations is more the fashion brand to impose itself on the value of art or vice versa.

This contamination between  the brand and the star system is the result of a movement that has to be cited to understand how we got to this point: Pop Art.

According to Arthur Danto, after the exhibition of the ‘brillo box’ in a museum, it seems that Art was dead.

‘The end of art’ is  meant as the end of art history. First, this does not mean that art can not continue on its path, but it has now finally reached that degree of freedom which favors plurilateral developments. Today art develops in all directions.

The Pop Art, therefore, has completed that historical task of investigating the essence of art, on which the avant-gardes had clashed.

Brillo Box has made  acceptable that anything can play the role of a work of art, has made artists free to run each in the direction they want and the paths of art today branch off in all directions.

With Pop Art, the development of the history of art (in which avant-garde movements alternated, in search of the essence of art) stopped, because we have arrived at what Danto considers the essence of art and that is his “aboutness”.ART ADVISOR ITALIA

This process, culminating with Pop Art and Brillo Box, involves, according to Danto, the liberation of art from philosophy and history.


Death of art, however, has been talking about  for a century, but in reality art never dies: it changes. It change skin;  since that box has entered a museum, art has been shaken.

A comparison can be made between the idea supported by Danto and the ideas on history  of Fukujama; according to him, with democracy and the free market history is over; in fact, the democratic and liberal countries do not conflict with each other, and they coexist peacefully.

Almost the same in the arts, as there are no more avant-gardes, but multiple contemporary directions in the market, more and more relevant, more and more aberrant, unequal, dystonic.

A market in which precisely the brand prevails, and the iconic artist of today is himself BRAND.ART ADVISOR ITALY

Let’s take an iconic example .

Damien Hirst was worth 100 million pounds at 40: Warhol and Picasso pulverized in a blink of an eye. His sentence is “turning into a brand name is important: it’s the world we live in”.

He worked on a classic binomial: life and death, eros and thanatos, but from there, he moved in a spectacular way.

First,he creates  ‘A thousand years’ with  decomposing animals. Second, he creates   the shark, that gave the title to the text ‘One million dollar shark’, by Donald Thompson. Then,  he plays  with pills we treat and poison.

He then  goes on, most importantly,  with  the ethereal butterflies symbol of short life.

All  these works  express the power of Hirst’s thought, his idea of ​​death and dissolution, taken by F. Bacon, but also the desperate search for a sense linked to the cycle of things and their ineluctability.


Emblem of an era is the skull covered in diamonds, ‘For the Love of God’, a gothic-rock-pop human skull that seems to play, in a glamorous and mocking way, a medieval macabre dance.

The biggest stone in the skull is the emblem of a conspicuous waste, almost to wring the eye at the idea of ​​waste as an ephemeral passing and, at the same time, almost to make an apotropaic rite against death.

Making it beautiful, precious, even desirable, death become an icon, too.

Hirst explains that in England, “For the love of God” has two meanings.

First, the literal meaning :  you act to please God. Second,  it is  an exclamation, like “For the love of God!” when you do something wrong. Your mother would tell you if you break a plate: “For the love of God, why did you do it?”.

It is iconic and ironic, it has both meanings.

The skull is, exactly, iconic and ironic: it’s almost rock, but, most importantly,  it costs like nothing else  in the world. it is as iconic as Masaccio’s skull  in his Trinity, but mocking like a fake expensive stone.

It’s a Totem with a mocking laugh.

Hirst then created an exhibition in Venice in which he invented a phantom vessel .

Via a mesmerising  storytelling, he says that everything you want to be  true,  becomes true, including a rediscovered treasure, which is an invention in order to create busts inspired by Barbies and tributes to Mickey and Andy Warhol (not by chance).

‘The treasure from the wreck of the unbelievable’ is an  exhibition where the game between reality and fiction is an heir of Marcel  Duchamp and more than ever a post modern and frankly irresistible creature.

Is it just a big commercial trick with the initial support of Saatchi? NO.

According  to  philosopher Josè Jimenez, this provocation is not inferior to the reach of Duchamp’s ‘Fountain’ in the second decade of the twentieth century or Man Ray’s  iron with nails. They are  short mental circuits that redraw the role of contemporary artist today.

Hirst said he loved having a factory (like Warhol with the factory) that produced his work, but not a factory for ideas.

The idea is everything. The idea must be preserved. This is why the shark has another title, which obliges us to rethink its meaning: ‘The physical impossibility of death in the head of a living being’.

Here is the brand: there is Damien Hirst who produces Damien Hirst. Like Prada or Gucci: just, to enjoy it, you pay more. You buy the name, the idea. But we buy an immortal idea, out of time, out of space, out of trend.

Hirst plays the game of meditation on death that goes from Duchamp to Warhol, in a contemporary key.The skull is the point of arrival of its aesthetics of death in a contemporary way.

“I’ve always liked the skulls, since my girlfriend told me ‘ You can not make skulls, they’re too glamorous ‘ and I decided to make skulls.

Probably, that’s why I made the one covered in diamonds. I love  skulls, I have a house in Mexico, they love skulls, and I like to keep doing them even when they are out of fashion and then fashionable and then out of fashion “. As a result, Art has ‘brands’ …

Koons is festive, he moves in a more playful universe,  Emin in  a pop-psychoanalytic universe with phrases from a sort of   private diary  , but the idea of  brand is the same.

Let’s hang from the  smiles of Murakami: Brand and icons everywhere, with a jump into performances in order  to undermine the physical order of a life invaded by labels.

To understand whether art today is a matter of entrepreneurship, a vocation, an aesthetic philosophy or  entertainment, there is the magnificent text by Sarah Thornton. The title is ’33 artists in three acts‘. About this book, Orozco said ‘we were all in underwear when he interviewed us; some of us managed to keep their socks’.

Here, the system is laid bare  to discover the artists’ talents and defects, in an intimate circle as fascinating as a novel, that leads back to Danto: art is out of history and totally free, among a thousand contradictions.

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