The Venice Biennale, held every two years, is considered the world’s most important platform for contemporary art. Each edition attracts artists, curators, and collectors from around the world to the lagoon city to showcase the latest trends and developments in the art scene. However, beyond its cultural prestige, it also presents immense logistical challenges.
The costs of exhibitions in Venice are approximately four to five times higher than at other international venues. The reason is clear: all logistics must be handled over water. Artworks, often of impressive size, are laboriously transported via canals, increasing both effort and risk. It’s no surprise, then, that many works are flown into Venice to minimize transport damage and delays. In addition to these high transport costs, there are also significant investments required to prepare the exhibition spaces.
Airlines as important partners
Given these high logistical demands, corporate sponsors are becoming increasingly important. This is where Turkish Airlines comes into play. The airline sponsored the exhibition of renowned Japanese artist Tomokazu Matsuyama, realized in collaboration with the Contemporary Istanbul Foundation as part of the Biennale. This partnership is not just about logistics; it is also a strategic move to strengthen the airline’s role in the art world.
Artist Tomokazu Matsuyama (Image:Â Francesco Russo)
Global cultural dialogue
Matsuyama is known for works that blend Western and Eastern aesthetics. Born in Japan and strongly influenced by his time in the U.S., Matsuyama plays with cultural references and historical symbols to create a new, globalized perspective on identity and belonging. His works reflect the tension between tradition and modernity, showcasing the dialogue between different cultural worlds. Behind the aesthetic allure, however, lie immense logistical challenges that require meticulous planning.
Installation view of the exhibition «Mythologiques» in Venice (Image: Francesco Russo)
In his exhibition «Mythologiques», Matsuyama presents a series of monumental paintings and sculptures that explore questions of cultural identity and migration. One of the standout pieces is the over six-meter-long painting You, One Me Erase, which addresses the blending and coexistence of various influences. Here, traditional Japanese motifs meet Western pop culture, creating a vibrant visual synthesis.
Swiss expertise and logistical challenges
Swiss curator Christoph Doswald, tasked by the Contemporary Istanbul Foundation with the conception and implementation of Matsuyama’s Mythologiques exhibition, has long been connected to the Istanbul art scene. Doswald emphasizes that Matsuyama’s large-format works required precise logistics, and therefore their transport to Venice was carried out under the highest security measures.
He also explains, «We had to install new walls, air conditioning, a new floor design, and a complete lighting system to museum standards in the Arsenale,» which further impacted the high cost calculations.
Tomokazu Matsuyama, You, One Me Erase (detail), 2023 (Image: Matsuyama Studio)
Istanbul: An emerging hub for contemporary art
Doswald also confirms that Istanbul is gaining significance as a new hub for contemporary art. The city has experienced a strong cultural activation in recent years, and it is expected to develop into a major center for international art. The Contemporary Istanbul Foundation plays a central role in promoting Istanbul’s position as an emerging art metropolis.
Exhibition venue «Mythologiques» im Magazzino No. 41, Venice (Image: Francesco Russo)
The new role of sponsors
With the Mythologiques exhibition, Matsuyama showcases his works in the historic Magazzino No. 41, a former naval warehouse in Venice that was transformed into a temporary art gallery specifically for the Biennale. His works fit perfectly into this spatial environment, emphasizing the dialogue between past and present, between tradition and innovation.
The future of art sponsorship
In addition to Turkish Airlines, other corporate players are increasingly recognizing the importance of art for their brand image. Art is increasingly seen as a global communication tool, influential beyond traditional boundaries. In times of digitization and globalization, companies benefit from connecting with the art world and positioning themselves as promoters of contemporary culture.
Art fairs also getting involved
The Turkish art fair Contemporary Istanbul is planning to further expand its role in the international art market. The fair will serve as a platform to promote Istanbul’s new image as an art metropolis and to bring the city into the circle of major international art capitals. Collaborations with Venice, as seen in the Matsuyama exhibition, are a step in this direction.
The Venice Biennale (officially: L’Esposizione Internazionale d’Arte, la Biennale di Venezia) is the oldest international exhibition of contemporary art, held every two years since 1895. The main venue is the Giardini della Biennale in the Castello district, where 28 countries exhibit in their national pavilions. Additionally, there is a themed exhibition curated at the Arsenale. This year marks the 60th edition of the Biennale, which runs until November 24, 2024.