PhilosophyAnd those who were seen dancing were thought to be insane by those who could not hear music.
This quotation is attributed to Nietzche. He considered the apparatus of consciousness aimed at “abstracting and simplifying” not oriented towards knowledge but rather towards the things domain. Despite this extreme vision of man’s nature, he first imagined being able to overcome these innate limits, leaving space for a super-man of himself. He maintained that senses, nerves, and the brain develop according to the difficulty of nourishment, the one beyond what is necessary for the preservation of life. Finally he believed that true beauty is not the one that triggers stormy and heady assaults but the one that “slowly creeps in and almost inadvertently takes away with it”, which one day we can find in a dream and that at the end “after a long time with modesty in our heart, it completely takes possession of us and fills our eyes with tears and the heart of nostalgia.”
And what, if not art, does this? Art in all its forms, gives us a moment of elevation, an emotion that allows the hidden parts of each of us to “come out into the open” and therefore to know ourselves better every time and to explore ourselves more and more. It gives us an opportunity to be in real contact with abstraction by allowing us to live intensely the real moment, without missing reality. Therefore art is intended as an expression and instrument of personal evolution and personal overcoming.
If there is something more beautiful and fulfilling, we have not yet discovered it. If it were also true that “life consists of rare moments of the highest meaning and innumerable intervals in which (in the best case) the shadows of those moments are wandering around to us”, Artgender is led by the continuous, constant and obstinate attempt to multiply those significant moments for anyone who wants it in every way and everywhere. Our philosophy lies in the fact that the insignificant “intervals” should be reduced as much as possible to live a worthy and full existence, overflowing with life.
ValuesIdeology, authenticity, determination
Our values are what we strongly believe in and the resulting essentially drives our actions. They are the reason why we carry out our activities with extreme care and commitment. Moreover they are the reason of the ardent passion that led us towards causes beyond our job… In times when there is less and less time to cultivate one’s own spirit and where it is always easier to casually fall into false myths or to be overwhelmed by stereotypes that are continually proposed to us, we want to communicate generosity towards the neighbor, the feeling of belonging to something in which we truly recognize ourselves. And, last but not least, we want to encourage empathy to counteract loneliness and social isolation in the face of aggregation and free personal expression. On one hand we reserve to our ideals the difficult “task” of keeping us always vigilant and willing to give the best we can; but on the other hand, we know that only for such noble values we can go further. Is it from here that we draw the strength and the desire to do a good job every day, with the conviction to leave something of us in others, which is certainly something beautiful.
MissionPromotion and divulgation of beauty in order to contribute to an elevation of the collective consciousness.
Approaching anyone who wants to be “contaminated” by the beauty of a gesture, a word, a face, a space, an exhibition, a work, a story, an action. Art communicates through univocal and universal expressions. It does not necessarily need an academic preparation to be grasped but it certainly needs an “openness” of soul. Our mission is to “disguise” any art and dress it up with clothes that “don’t give suspicion”. It’s more difficult to question unfounded prejudices – such as art and culture are boring – rather than to convince ourselves that we like something new. Artgender tells the art through multiple activities, updating it and sometimes simplifying it. Anyone who is uncertain about his considerations, his tastes up to his personality, must have the opportunity to get in touch with everything that this world can offer. Artgender shows its point of view, playing its role.
WayHow to transmit your ideals in order to achieve the goals driven by those values?
Through the example. In our opinion, there is not a form of education as effective as the one realized with the observation of a model.
Therefore through our prudent and careful communication, we tell stories and give concrete demonstrations of successful lives that embrace our style and our thinking. They are people who did not care to show anything to others because they were already satisfied. We propose scenes of daily life in which we invite everybody to be an “outside voice”. Also, we provide food for thought and give stimulation to the imagination. Moreover, for every event we create something unique that never can come back to life in any other historical moment and place. We make possible what we had only imagined or listened to… we stir up emotions, without resorting to shortcuts but exploiting our winning characteristics: creativity, inventiveness and enthusiasm.
Power“Quality means doing things well when nobody is watching you” H. Ford.
Our strengths lie in the fact that we don’t work on our projects to gratify anybody. So we never need to lower standards or change direction… Our wealth of experience allows us to work better in every area of our competence and for this reason, we reserve the right to select customers, because with them we will share not only work but an overview. We collaborate with associations and non-profit organizations in order to propose an added value for every occasion. Among our choice, we boast a considerable variety of arts and artists, as well as locations and suppliers of all kinds, all recognized by critics and certified by designated bodies. To top it all off, we rely on expert consultants to suggest the best solution. From the creative idea to the final realization we scrupulously follow each step; then we rely on our taste that has never betrayed us but has always made the difference. The ingredient of success is satisfaction and Artgender knows it.