The Basel-based Pax insurance group has supported digital art since its 2017 brand redesign. In an interview with finews.art, CEO Peter Kappeler and trust chairman Nicolas Bopp maintain the Pax Art Award exemplifies and strengthens that approach.
Peter Kappeler describes how it all began: «About nine years ago we asked ourselves what we should do with our internal art collection. Until then, it had this almost shadow existence in one of our cellars. At the same time, we recognized that digitalization was becoming increasingly important and wanted to reflect that trend in our art collection.»
The decision was made to promote digital art and it ended up being a promising choice that led to new momentum in the company itself.
Trust as Hedge
The Art Foundation Pax was created in 2017 and chaired by co-founder Nicolas Bopp as a way of ensuring the financing and independence of the collection for the long term.
«The trust ensures it will be financed sustainably and allows us to act independently of the constraints of annual marketing budgets. That fits perfectly within our cooperative business model,» Bopp indicates.
«We are the only organization in Switzerland today that awards a digital art prize»
View of the UBERMORGEN, «Breitbart Red» installation, Pax Art Award 2023, HEK (Image: Franz Wamhof)
Rapidly Growing
One of the central aspects behind the creation of the foundation was the idea of awarding an art prize – the Pax Art Award. However, as part of that, artists would not actively apply for consideration but would be suggested and chosen by a jury.
The selection would include young and unknown artists who needed support as well as established ones who were to be recognized for their services for digital art. «We are the only organization in Switzerland today that awards a digital art prize. That was already unique when we created it», Bopp maintains.
Swiss Focus
A cooperation with Haus der Elektronischen Künste (HEK) (translated: House of Electronic Arts) and its head Sabine Himmelsbach was a decisive step. «HEK has an excellent international reputation and was enthusiastic about our idea to promote digital art from the start,» Bopp said.
The collection now comprises numerous works that including old neon tubes up to works using advanced software as well as digital installation. A particular focus is on Swiss artists or those who work domestically.
Work by Swiss artist Marc Lee, «10.000 Moving Cities – Same but Different», Bangkok (Image: Marc Lee)
Graduate to Star
The Pax Art Award is given every year in autumn at the HEK. The main prize for a renowned artist is 30,000 francs, of which 15,000 francs is used to buy a work for the collection. The award winners include famous names such as !Mediengruppe Bitnik, Studer/van den Berg, Marc Lee and UBERMORGEN.
«For us, art is a way to build bridges between the corporate world and the art scene»
Furthermore, two young up-and-coming artists are awarded 15,000 francs each, with a work purchased from each. Since 2024, they have also given out a young talent prize for 1,000 francs to graduates of Swiss art schools.
Pe Lang, «LED | nº 5», Installation view, Galerie Anhava, Helsinki, 2022 (Image: Jussi Tiainen)
Bridge Between Business and Art
Art is more than just owning a collection for the Pax group. It serves as a bridge between the corporate world and the art scene. «Art allows us to allow for exchanges between our employees and our clients that go far beyond the exact business context,» Kappeler emphasizes.
A good team: Nicolas Bopp (left) und Peter Kappeler (right) (Image: Pax)
«We plan to continually extend our collection»
That is belied by the regular tours and exhibitions for employees at the Pax head office. «I have a light installation by the artist Pe Lang in my office that always raises attention and prompts discussions,» says Kappeler.
New Perspectives
Pax’s engagement has been enthusiastically received. «The HEK awards have their own, refreshing atmosphere. It is impressive to see how both established and striving artists enjoy the recognition, and how pleased they are about it,» Bopp stated.
The exchanges with the art scene and the support of young talents are key aspects that provide the company with new perspectives and inspiration.
A cube at Pax ensures lively exchanges about art. (Image: Multiplikator AG)
Long-term Vision
Kappeler is optimistic about the future of the digital art collection: «We plan to continually expand our collection and have a more intensive dialogue with the art scene. We are also thinking about larger exhibitions and pop-ups.» But sustained care and presentation of the works will always be a part of that, which requires continued cooperation with HEK.
Kappeler concludes: «Art allows us to enter other worlds while embarking on different paths while helping us bring innovative impulses into our group. The link between art and business offers unique opportunities that we want to continue to take advantage of.»
Pax Group is an insurance company based in Basel that can look back at over 140 years of history. It is organized as a cooperative and offers pension fund services as well as insurance policies for individuals and companies. It is also strongly engaged in cultural activities. Its Art Foundation Pax and the annual Pax Art Awards for digital art are an effort by the group to create value for society.
