Art Procurement: Get Stakeholders on the Same Page Fast

By Diana Mosher

Workplace design involves many decisions and potential roadblocks that need to be expertly maneuvered. Art procurement is one facet of office design that can be incredibly challenging. I recently sat down with Madeline Durso, Art Advisor at Turning Art to talk about a service dedicated to simplifying the art selection process and keeping everyone happy. Read my Q&A.

Q: Why is it so challenging to get stakeholders to agree on art?

Durso: The beauty of art lies in its subjectivity. There is no right or wrong answer, and helping people develop the language to understand what they are drawn to is one of my favorite parts of being an Art Advisor. I see my role as both a guide through the art world and a connector to talented local emerging artists.

Because art is inherently subjective, differing opinions and personal tastes are not only expected but welcomed. To create alignment, we begin every project by helping clients define what they want their artwork to accomplish. How should people feel when they walk into each space? What kind of experience should the environment create? We then translate those goals into a thoughtfully curated collection that supports those desired emotions and experiences. This approach allows for a range of artistic preferences while ensuring every decision remains rooted in the project’s overarching vision.

Q: How does your service help get everyone on the same page?

Durso: At TurningArt, we use a custom voting tool where clients can vote on their favorite pieces within a private gallery curated specifically for their project. Stakeholders can also leave comments directly on individual artworks, making it easy to gather feedback without chasing emails or spreadsheets. Since the gallery is mobile-friendly, property teams, ownership groups, and other project stakeholders can review artwork and provide feedback wherever they are. This ensures that everyone’s voice is heard and allows clients to directly learn more about the artists in their community. This tool is a fantastic point of engagement in the process and helps reach group consensus more efficiently.

Q: Describe your service and business model? Is this for businesses of all sizes? 

Durso: TurningArt is a turnkey artwork services company that partners with businesses nationwide and internationally to create custom art programs for spaces of all sizes and industries. Every project is tailored to the client’s goals, space, and budget because no two environments have the same needs.

Our services range from comprehensive, large-scale installations – such as hospitals featuring original artwork, custom wall installations, and vinyl wayfinding graphics – to smaller office projects that bring personality and color through our rotating print program. Whether a client is outfitting a single office, multiple floors, or an entire campus, we provide a fully managed, end-to-end solution from curation and design through production, installation, and ongoing program management.

Q: What type of art and artists do you procure? Do you have different budget options?

Durso: TurningArt partners with a network of more than 3,000 artists, offering access to over 180,000 works of art. Because our artist community spans the country, we’re able to curate collections that reflect the local community and culture for projects virtually anywhere. If a project calls for a specific aesthetic, medium, or budget, our dedicated Artist Team also recruits new artists to ensure we find the right fit.

From painters and photographers to muralists and sculptors, we work with artists whose work can be tailored to each space’s unique vision. We offer flexible budget options, with programs ranging from rotating print collections to permanent original commissions and large-scale installations.

Our print program is our most popular offering and the foundation of TurningArt’s business model. Pricing is based solely on the size and substrate of the print (whether canvas, paper, metal, or acrylic) rather than the individual artist, allowing clients to curate from our entire artist network without budget limitations based on the artist they choose. Every leased or purchased print generates royalties for the artist, creating an ongoing stream of income while making it easy for clients to build a custom collection that fits their budget.

At the heart of TurningArt is our commitment to supporting working artists. Our platform is free for artists to join, and our non-exclusive model allows them to continue promoting and selling their work independently while gaining access to meaningful opportunities.

Q: Walk us through a typical client scenario from beginning to end.

Durso: As an Art Advisor at TurningArt, I’ve had the privilege of working with a wide variety of clients over the past seven years. Every project is unique, which is why each artwork program is customized to fit your goals, space, timeline, and budget.

Typically, every engagement begins with a kickoff call. During this conversation, we learn more about your project, discuss your vision, and determine the artwork needs for your space. From there, your dedicated Art Advisor will develop a complimentary proposal featuring recommended artwork configurations, a sample gallery of local artwork, and customized pricing for both lease and purchase options. Together, we’ll refine the proposal until we’ve landed on the right scope, collection, and budget for your project.

Once the contract is executed, the full curation process begins – the best part! Throughout the process, we utilize our custom voting tool, making it easy for stakeholders to review and provide feedback on original artwork or print collections. For original artwork, murals, or custom commissions, your Art Advisor will guide you through artist selection, concept development, and the design process. For print programs, we’ll curate each artwork specifically for its location within your space before producing it in the selected size and substrate, whether canvas, paper, metal, or acrylic.

When the artwork is ready, our Operations team coordinates every aspect of production, shipping, and installation through our nationwide network of professional installers. We work closely with your team to ensure installation is seamless, efficient, and minimally disruptive to your day-to-day operations.

If you choose our artwork lease and rotation program, your collection will be refreshed every six or twelve months with a newly curated selection. Rotation is built into the program from the outset, allowing you to continually transform your space, keep the environment feeling fresh, and support more artists.

Q: Anything else you would like to add?

Durso: Our team is adept at working remotely and can curate a collection for you no matter your location. TurningArt is based in Boston and has hubs in Philadelphia and Atlanta with additional team members in NYC, D.C., Chicago, and Texas. Even if you don’t have an active project, I’d be happy to chat about artwork, hear about what you’re working on, or answer any questions. Feel free to reach out anytime at madeline@turningart.com to set up a time to meet in person or connect by phone.