Bank Van Breda sees in the new KMSKA the perfect combination of tradition and innovation

The specialized bank for professionals and entrepreneurs, Bank Van Breda, does not often engage in art and cultural partnerships. But for the KMSKA, they were happy to make an exception. CEO Dirk Wouters explains why.

Why do you consider it important to engage in this kind of partnership?

Dirk Wouters: “It doesn’t happen very often that we engage in art and cultural partnerships. We usually allocate our budgets to the community life of our target group: entrepreneurs and liberal professions. In addition, we support patronage projects such as 'Artsen Zonder Vakantie' and 'Ondernemers Zonder Grenzen' focused on reforestation in the Sahel.

What is crucial for any business is that its core activity is socially relevant and contributes to a better society. As an organization, you have a relationship of give-and-take with both society and the planet. That is the essence of corporate social responsibility. The era in which only the greatest added value for shareholders was considered is over.” 

Why did you choose KMSKA?

“During the lockdowns, we all realized the importance of art and culture, and of experiencing them together. Visiting a museum was sometimes one of the few things we could still do. We were stuck behind our screens, confined to our individual experiences. But people are social beings, and art is best experienced live and collectively – we really felt that.

We are also neighbors, as our headquarters are just a kilometer from the KMSKA. And of course, there’s a parallel between art and entrepreneurship. Artists are passionate and creative, and so are our clients. That kind of creativity requires inspiration, which you get from encounters with other people, but also from experiencing art. For me, the KMSKA is all about that experience, and it invests heavily in it. The accessibility and the effort to reach audiences who might not have visited a museum before is hugely important. Museum visits are also trending – today, if you want to see a particular exhibition, you often have to reserve well in advance.

Moreover, the new KMSKA is a combination of tradition and innovation. That resonates with us. We have been around for 92 years, yet we strive to keep renewing ourselves and inspiring others.”    

What is your favourite work from the collection?  

“I never get tired of James Ensor’s works. I also have a reproduction of his at home, 'The Intrigue', the piece with the masks. I sense a lot of authenticity and humanity in his work. Every person is unique, a little miracle even. But Ensor likes to magnify these traits. I find it fascinating and inspiring that we all have our individuality and that you can encounter such strong, distinctive personalities.”

What is your company most looking forward to during this partnership?

“We hope that the people we have invited or encouraged to visit the KMSKA will afterwards say that it was a truly exceptional, immersive experience.

I also see an opportunity to use the museum as a unique asset to encourage non-Antwerp residents to experience the city. We are a Belgian bank with clients across the country, but we want everyone to enjoy the charm of our city and its crown jewel. My ultimate dream is that our entrepreneurs and self-employed clients will share how their experience of art and their museum visit touched and inspired them, motivating them to grow their businesses with more passion and creativity. This could be through video testimonials, written stories, or—why not?—a low-threshold conversation box.”