The Unilever Series: Olafur Eliasson in the Turbine Hall at Tate Modern

Tate is one of the best-loved arts brands in the world. We are central to the UK’s cultural vibrancy, an agenda-setting arts organisation internationally, and regularly feature in industry round-ups of ‘cool’ and ‘favourite’ brands.

We provide a platform from which you can speak to an audience of millions – opinion formers, industry leaders and consumers alike. Choose a Tate exhibition and together we can build a package to mirror your brand, ethos and style.

Case study: Unilever

Background

In 2000 Unilever partnered with Tate to create The Unilever Series, an annual art commission by leading artists for one of the world’s most exciting and iconic spaces, Tate Modern’s vast Turbine Hall.

Objectives

Through its partnership with Tate, Unilever seeks to:

  • Position Unilever as a business whose core values are innovation and creativity
  • Create recognition for Unilever outside of its owned brands
  • Communicate these values to key audiences including government, opinion-formers, the city and Unilever staff
  • Provide valued benefits for employees and stakeholders

Partnership

Each year Tate invites an artist to take on The Unilever Series commission. The work is unveiled to press each October during the week of the Frieze Art Fair, to much anticipation and interest.

Unilever hosts its own event for industry leaders, opinion formers, stakeholders and senior Tate staff as the work is unveiled.

The work remains on display for free for a period of five or more months. Together Tate and Unilever create an ongoing employee engagement programme to encourage their enjoyment and access to the commission.

Successes

  • In the past 11 years The Unilever Series has seen such dramatic and inspirational works such as Olafur Eliasson’s The Weather Project, Ai WeiWei’s Sunflower Seeds and Anish Kapoor’s Marsyas
  • Over 26 million visitors have visited The Unilever Series since it opened in 2000, either in-gallery or online
  • Each year the press view of the commission is attended by approximately 300 press and the commission receives wide-spread coverage in major national broadsheets, online and international press
  • Since opening in 2000, Tate Modern has attracted roughly 5 million visitors per year. Over the past 11 years Unilever has gained access and built profile among this audience, which is diversity and youth, with almost half of visitors under the age of 35
  • The Unilever Series has become one of the most renowned and recognised arts partnerships in the world. In April 2010 – March 2011 58% of Tate Modern’s visitors (2,917,172) identified Unilever as a sponsor of Tate Modern and 70% of these (2,024,020) linked Unilever to the then-current commission by Ai Weiwei