In order to raise their brand profile, The Economist sought to activate the public space outside their headquarters. For over 10 years the Contemporary Art Society commissioned a regular programme of outdoor contemporary artworks for the Economist Plaza. Many of the artists included have gone on to achieve international recognition.
Through the public art programme, they attracted a socially current, educated and culturally aware audience not only interested in the art but also in the critical engagement with ideas that art can offer. A private view was held for each exhibition, often attracting over 200 guests and providing a platform to deliver key marketing messages and high level networking opportunities with business development targets.
The plaza exhibited over 60 UK and international artists. Pre-dating the Sculpture in the City initiative, the programme was noted as a platform for artists to develop their practice within the urban realm, and for thought-provoking artworks that challenge preconceptions about public art.