The Art of Circular Relationships

Faena Group's strategy is both philanthropy and brilliant business, transforming cultural investment into commercial success.

The annual gala funds free public programming, attracting well-heeled art lovers who become benefactors as well as hotel guests.

This virtuous cycle creates a loyal coalition extending far beyond the typical philanthropist-institution relationship.

The traditional model shifts from “donate and disappear” to “celebrate and co-create”, focusing on relationships and things that come about.

Faena transformed Joel Mesler’s artistic vision into a multisensory art immersion.

Francis Mallmann provided culinary artistry from legendary Argentine Chef, while Paul Qui created theatrical tuna carving.

Faena’s approach to marketing can be summarized in five key takeaways: Transform Transactions into Collaborations, Design Multi-Dimensional Engagement Pathways, Cultivate Value Reciprocity, Redefine Luxury Through Creative Access, and Erase the Line Between Marketing and Culture.

Engaged supporters have become a circular form of advocacy, contributing art materials, commissioning pieces, and connecting artists with institutions.

Lyra Drake embodies the fluid exchange of creative capital, funding a grant to bring indigenous artist Nicholas Galanin to Faena Beach.

Faena is a cultural club that puts together community, with a focus on energy, heart, and good people.