As the bank for a changing world, BNP Paribas has supported art and culture for over 20 years. We have partnered with the RA on exhibitions that enable us to offer unique engagement opportunities to our clients, employees and young people.
BNP Paribas AccessArt25 was born from our mission to develop a project that aligned with our ambition to promote social inclusion and the empowerment of young people. The initiative aims to encourage young people from communities who face exclusion from the arts to engage with our best-known galleries.
The RA shares these priorities and is well equipped to engage with this audience. Following hugely successful BNP Paribas AccessArt25 programmes at the RA in 2019 and 2022, we sponsored Marina Abramović in 2023 to deliver an evolved event, building on previous successes.
The event invited 2,000 young people aged 16-25 on-site with free access to Marina Abramović, a curated programme of drop-in activations, and an interactive workshop with the artist. The event was developed by a group of paid Young Producers aged 18-25 to elevate the impact and tailor the event to the target demographic.
The event achieved impressive marketing and attendance results against key CSR priorities, with an uplift in BNP Paribas brand awareness and a substantial increase in attendees from the Global Majority and low-income households.
We have since agreed a two-year renewal with the RA to support two upcoming exhibitions in 2024 and 2025, building upon the legacy of BNP Paribas AccessArt25 in the years to come.
