Promoting art is said to be a luxury only a small elite of people, companies, and institutions can afford. Today, artists and art lovers fight this gross misapprehension. We live in a society of communication, in which our existence depends purely on our ability to acquire and offer visualization and the exchange of information on a global basis. Sports and show business are the privileged children of the mass media as they are able to catalyze a huge audience and thus represent the sponsoring companies significantly. I ask myself, when will the arts eventually catch up in the number of “viewers”? Arts are a part of the human experience just like sports and entertainment. They are its supreme expression. In my view, the fact that they are put up for show so scarcely is not a problem of a lack of interest from the public. In a continuously more information-driven and more anonymous reality fraught with synthetic experiences and clones, what is more lifelike, more authentic, and more human than the work of an artist?
For Mattoni, promoting arts is a means of promoting human sensitivity and respect to a polyhedral view of the world. It is a way of enjoying life from a more intimate proximity.
We would like to hope that in future, many companies, institutions, mass media channels, and individuals will follow our example so that in the end, the arts may become a mass luxury .

Gabriele Guzzo
Mattoni Mineral Water, Main Sponsor of the Prague Biennale