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Encore Awards

Museum of Arts and Design
Founded in 1956 as the Museum of Contemporary Crafts, and formerly known as the American Craft Museum, the Museum of Arts and Design (MAD) collects, displays, and interprets objects that document historical and contemporary innovation in art, craft, and design. The museum’s exhibitions and public programs celebrate the creative process through which materials are crafted into works that enhance contemporary life, and serves as the country’s premier institution dedicated to the collection and exhibition of objects created in media such as clay, glass, wood, metal, and fiber. Through its collections, exhibitions, and educational programs, the museum encourages awareness and appreciation of art, craft, and design in daily life.

Steelcase, Inc.
Founded in 1912 as The Metal Office Furniture Company in Grand Rapids, MI, Steelcase received its first patent in 1914 for a steel wastebasket—a major innovation at a time when straw wastebaskets were a major office fire hazard. Today, their portfolio of products addresses the three core elements of an office environment: interior architecture, furniture and technology. Steelcase is an international company with more than 13,000 employees and 600 dealer locations worldwide. With the aim of increasing its presence and brand awareness in the New York City area, Steelcase was enthusiastic to partner with MAD—the newest cultural destination on the Upper West Side of Manhattan.

Now neighbors in Columbus Circle, Steelcase manufactured all the furniture for the museum’s administrative offices, as well as the sixth floor Education Center. From the modular desks made of white metal and glass to the clean lines of the specially configured wood bookshelves, Steelcase created a space that reflects the museum’s focus on materials and processes in art and design. Steelcase contributed to the perfect work environment by taking into consideration the museum’s needs and goals and producing a space that is functional, sleek, and connected to MAD’s culture.

In appreciation, the museum has honored Steelcase as a design partner, the highest level of corporate membership, through 2013. Steelcase has the opportunity to use the museum for diverse types of events and they are planning to introduce their newest product line at MAD this summer. The development staff at the museum has been giving tours for Steelcase staff and more than 300 of their clients since the opening of the new space beginning in late September 2008. These tours highlight the design of the building, the art of the exhibitions and permanent collection, and the Steelcase office furniture—illustrating the fluidity between the public and the administrative spaces Steelcase created.

This mutually beneficial relationship has been successful for Steelcase and MAD, culturally aligned partners who share an interest in technology, innovation, and design. Through its partnership with MAD, Steelcase has built a business model that can be replicated in other collaborations with nonprofit institutions. By using these nonprofit partners as ‘living laboratories’ for its products, Steelcase is taking into account its ideal customer’s point of view—helping to keep its place at the forefront of design while continually moving forward. By working together, each group will receive increased positive recognition through the expanded network gained by the merging of their respective constituencies.