The Zurich and Hong Kong-based trust and advisory boutique First Alliance Group acts as a bridge between art and wealth. With a new art concept in its Swiss offices, the company is underlining its connection to art-conscious families.
Earlier this year, the First Alliance Group moved into new premises at Bleicherweg 10 in Zurich. This move not only marked a spatial change, but also provided an opportunity to present the company in a new light and strengthen the role of art in customer relationships.
Art has always been a central part of the company’s identity. Thorsten A. Bertlthe art-loving co-founder and partner of First Alliance, laid the foundation 16 years ago for serving clients who view art as an essential part of their wealth.
Work by Mike Bouchet, «ProLib», 2014 (Image: First Alliance Group)
Art by customers
First Alliance not only serves families, but also galleries, art dealers and collectors whose assets span various asset classes, including important art collections. These collections are not only managed by First Alliance, but are also actively curated and are now partially integrated into the new office space. “It was important to us to give something back to our customers,” explains Thorsten A. Bertl, Managing Partner of the First Alliance Group.
Work by Ansen Atilla, «The Protocol», 2009 (Image: First Alliance Group)
Artists from customer collections include Thomas Saraceno, Analia Saban, Zak Kitnick, Hannah Epstein, Michael Bouchet and other.
Valentin Magaro, acrylic on wood, 2011. Series: «Tetris» (Image: Valentin Magaro)
An artist as an exception
Almost all of the artworks on display come from the collections of First Alliance clients, with one exception: Valentin MagaroHe is the only artist from the primary market and worked personally with Bertl to select and install works for the new spaces.
Additional appreciation
The artworks were selected in close consultation with the customers. “We asked our customers for suggestions and then, within the limits of what we could do, carefully selected the works they wanted to part with,” explains Bertl. The idea of showing customers additional appreciation by purchasing selected works has proven to be a complete success.
First Alliance not only supports and manages its art-loving clients in the legal structuring of their collections, taking into account tax and inheritance law aspects, but also supports them in administrative matters such as inventory, storage and insurance. It also makes its extensive network of contacts in the global art market available for specific purchases or sales.
Valentin Magaro, painting in five parts, acrylic on wood, 2010, series: «Tetris» (Image: Valentin Magaro)
Tetris art in the office
Magaro, who was previously based in the company’s former premises at Poststrasse 3, was given his own office to present his new works from the “Tetris” series. These colorful, geometric works, inspired by the video game of the same name, are integrated into the modern office space and are intended to “simply bring joy,” as Magaro puts it.
Artist of clear lines
“The clear structure of Tetris is reflected in my work, as I like to work with systems of order,” says Magaro. While the artist is primarily known for his fictional, objective works, he also always created purely geometric works, such as the “Tetris” series, which highlight his clear lines and precision in art.
First Alliance’s concept of art goes beyond mere decoration. It represents a long-term commitment to the families, galleries and art dealers the company serves.
Artist Valentin Magaro (left) and lithographer Thomi Wolfensberger. (Image: T. Wolfensberger)
New edition of 15 unique prints
First Alliance is planning a launch event next year to officially unveil the new office space and the artwork on display.
Magaro, represented by SAM Scherrer Contemporary galleryis planning a new edition of 15 unique lithographs in September, which will be created with the lithographer Thomi Wolfensberger in Zurich. “Thomi and I have been working together for over ten years and he has significantly promoted my career as an artist,” says Magaro.
Art in corporate strategy
With this approach, First Alliance is setting standards in both asset structuring and the art sector. The company remains true to its philosophy of creating added value for its clients both financially and artistically.
“Integrating art into our business strategy demonstrates our appreciation for our customers and strengthens the connection between their wealth and their cultural heritage,” Bertl concluded.
