Art for Change: Meet the Judges for Europe

The 2024 theme, ‘Tomorrow’ing: Visions of a better future’, invites emerging artists to tackle some of the world’s most pressing issues and act as a beacon of hope in the pursuit of a better tomorrow.

Six winners from around the world will be decided by some of the best business and creative minds from the M&C Saatchi Group globally and eminent guest judges. 

In this Art for Change series, we hear from our regional judges. Find out what makes them tick artistically, why this year’s theme is so critical, and what they are looking for in our winners.

Introducing M&C Saatchi's judges for Europe: Louise te Poele, Europe, artist and curator, Andrei Kaigorodov, creative strategist, M&C Saatchi Milan, Javier Suarez, Europe, executive creative director, M&C Saatchi Berlin.

Q> An alien lands on earth and asks you to explain your job. What would you say?

Louise> Do not try this at home No kidding, you're going to create something that no one asked for, but you're going to do it anyway, and it (usually) ends up with a big smile on your face and question marks in your eyes.

Andrei> Same as yours: engage with human kind.

Javier> I would show him a picture of a peacock and say he’s just doing it to convince a female peacock to choose him. I do the same, just for brands.

Q> Is there a piece of work that you believe has changed the game in your industry?

Louise> Yes it is actually more of an interplay of works by different artists in the exhibition ‘ Dance with the demons’ in Foundation Beyeler; the work of Philippe Parreno and the fog sculptures by Fujiko Nakaya. I find it fascinating how these works interact and therefore reinforce each other. It reminded me that with all our individual gifts, we can create a stronger story together.

Andrei> Apple 1984. 

Javier> Bit old but still very relevant: The Dove “Real Beauty” case. More current: Antoni for Mercedes-Benz and Rosas for Cupra. For me personally: Cadbury’s “Gorilla“ 

Q> What inspired you to join the judging panel for this year’s Art for Change Prize?

Louise> My uninhibited curiosity about what (young) artists make.

Andrei> Curiosity for both new talent and new answers. 

Javier> Social engagement and new inspiration.

Q> If you could collaborate with any artist, living or dead, who would it be?

Louise> I find it difficult to choose, so I opt for the impossible: I would like to sit with Georgia O'Keeffe on her veranda, enter the head of Louise Bourgeois. 

Andrei> Ye, flawed culture genius archetype.

Javier> Mark Lombardi. The perfect symbiosis of information and beauty.

Q> This year’s prize theme is ‘Tomorrow’ing: Visions of a better future’. What do you hope to see from the entries?

Louise> That the entries are stunning, grand, astonishing, mysterious but above all with a very personal vision.

Andrei> Practical optimism.

Javier> It sounds very cliché, but: courage and hope.

Q> Why do you believe it is important for society to support and invest in the arts?

Louise> The story is that when Churchill was asked to cut funding to the arts in order to support the war effort in World War II, he responded “Then what would we be fighting for?” That statement by Churchill still sums it up well for me, for me art means the freedom to think, dream and create, it means interest in what lives in you and in others and we should never cut back on that. In fact, we owe it to ourselves and each other to invest in it.

Andrei> Because art frees the yet unconscious. 

Javier> Art is freedom. It follows no rules, obeys no laws. It serves no higher master; it serves only itself and reflects the artist's personal vision of the world. It is an intimate moment, where the recipient is secondary, and only the creator truly matters—along with anyone who discovers themselves within the work.

Q> What advice would you give to someone thinking about entering this year’s prize?

Louise> Be yourself and challenge yourself and surprise yourself!

Andrei> We need new myths to believe in. 

Javier> The same I would give to any creative mind—be different, be unique, be bold, be clear in your statement, be true to yourself. (Wow, sounds like a wall sticker).

Q> What does ‘Art for Change’ mean to you?

Louise> A very good initiative that gives energy!

Andrei> Creative act is the master key.

Javier> It is important that there are platforms that enable artists to show their view of themselves and the world.