The parallels between SD Worx and KMSKA
HR service provider SD Worx has placed great importance for 77 years on strong local roots, a positive impact on society, and the arts. It therefore fully committed to a sustainable partnership with KMSKA. Chief Marketing Officer Michael Custers explains.
What makes a partnership interesting for you?
Michael Custers: “SD Worx always looks for more than just business success. Our pillars are promoting good employer practices, employment, and strengthening the Flemish economic fabric. More than half of our revenue comes from Europe, but we like to show that we are a Flemish and Belgian company, with our headquarters in Antwerp. We strive to have a positive impact on society through our Corporate Social Responsibility (CSR).
Finally, we focus strongly on client connections. Some clients enjoy sports, so we support international women’s cycling through Team SD Worx, while also supporting a local football club like City Pirates. Others prefer art and culture. Of course, we also consider how to engage these clients and let them enjoy the experiences—it’s not pure philanthropy.”
KMSKA is the largest art museum in Flanders, and we are proud to associate ourselves with such a jewel.
Why did you choose KMSKA?
“There has always been an appreciation for and investment in art in this institution, as well as strong local roots. KMSKA is the largest art museum in Flanders, and we are proud to associate ourselves with such a jewel. Our own modern art collection is also in line with the modern masters of the museum. And: the new KMSKA will certainly be a showpiece and a magnet for our neighboring countries, for all of Europe. Not coincidentally, these are also important areas for SD Worx.
In the lobby of our building, there is also a small gallery. This gives art a societal place. The fact that the museum can be experienced in multiple ways is fantastic. The combination of a restored historic building and a brand-new space, with different paths and experiences, has sparked a lot of inspiration for us.
We ourselves have existed for 77 years. HR service providers are a long-standing tradition since WWII, but many new developments have also emerged. An old building renovated using new knowledge and technology, we saw a parallel. (laughs)”
Astonishment of the Mask Wouse - James Ensor, KMSKA
What is your favourite work from the collection?
“I am a James Ensor fan. His work is a mix of joy and madness, with a dark undertone. Think of his masks: on the outside very cheerful, but they hide a sadness. That ambiguity is fascinating. You might also see it reflected in the Flemish character: serious and hardworking, but also with a desire to celebrate exuberantly.”
What is your company most looking forward to during this partnership?
“The old museum was traditionally arranged, with a fixed rhythm stemming from its classical solemnity. In the renovated KMSKA, you quickly move from one universe to another. From a tall, bright space, via a long staircase, to a darker and more intimate area. I hope we can often let our contacts enjoy that special experience.
For our clients and employees, I would love to organize a family day. Renting the KMSKA for a day and sharing the sensation of the new building, the collection, the garden, the dining area, the mosaic, and the square in front seems fantastic to me.
On a personal level: my youngest daughter, at 15, is already a great art lover. I am really looking forward to spending a few hours in the museum with her.”
