Vivium x KMSKA: The Art of Protecting and Connecting

For Vivium, the partnership with the KMSKA is much more than a business agreement. It is a natural match between two organizations that believe in the power of human connection and social engagement. We spoke with Dirk Wauters, communications manager at the insurance group, about their renewed commitment, the beauty of everyday life, and their choice to focus on the public sphere.

Antwerp roots and a human mission

Although the group operates widely, Vivium’s roots are firmly planted in Antwerp. “Vivium originated from the Vaderlandsche, through and through Antwerp society,” says Dirk Wauters. “Our presence in the city has grown historically, and we remain a major employer here. Supporting the KMSKA is also a way for us to reaffirm that Antwerp presence.”

As a cooperative insurer, the group charts its own course. “Our mission is essentially social: to protect as many people as possible. We see the KMSKA as a partner in this. The way the museum makes art accessible to the general public aligns seamlessly with our focus on inclusivity.”

The Beauty of the Everyday

In the museum’s collection, Dirk Wauters found a work that resonates with him personally: The Ironer by Rik Wouters. The similarity in names is a coincidence—his grandfather was also named Rik Wauters, with an “a”—but his connection to the work is genuine.

“In an age of digitization and fleeting trends, this work pays homage to the everyday,” he explains. “Rik Wouters captures the lightness and beauty of daily chores like ironing the laundry. It makes us pause for a moment and evokes a homely image we saw at our grandparents’ homes. This modernist work casts a positive light on the small things, on simplicity. It reminds us that the essence of simple human happiness hasn’t really changed much over the years.”

No Art on the Office Walls

It is striking that Vivium’s offices deliberately do not feature their own art collection. This is a deliberate choice that stems from their vision of citizenship.

“We believe that art should, first and foremost, be accessible to everyone. Instead of purchasing an exclusive piece that only our employees or visitors can view in a private office, we prefer to invest in partnerships such as the one with the KMSKA. This way, everyone has the opportunity to enjoy these masterpieces, and the museum has the resources to further expand its collection.”

The museum as a unique setting

This partnership gives Vivium the opportunity to host real estate agents and other business contacts in a unique way. Not at a standard venue, but in a dynamic environment that never ceases to surprise. “The KMSKA is not a static entity. Whether it’s the guided tour of the female masters or the impressive exhibition by Hans Op de Beeck, where visitors spontaneously start whispering as they enter the galleries, you never tire of it here.”

Vivium translates that dynamic into special encounters. For example, they organized a gastronomic event where chef Seppe Nobels served dinner to 75 guests in the museum. “Seppe received the Citizenship Award from our P&V Foundation and works with talented newcomers who have a passion for gastronomy. It was an enrichment of the palate and a delightful experience for everyone involved.”

Reinhilde Decleir’s social-artistic theater group Tutti Fratelli also performed a mini-concert on the steps of the Imperial Hall. “In this way, the museum holds up a mirror to us: we are here to enjoy ourselves, but we never lose sight of our concern for society.”

Looking to the Future

With the renewal of the partnership, Vivium is looking forward to the coming years, with the Rubens Year in 2027 on the horizon. Membership in Club Fouquet also continues to be a valuable asset. "It’s a place where we meet like-minded people who share a common interest. As a partner, you’re truly involved in the museum’s operations. That makes this partnership enriching, both professionally and personally."