Earlier this year, First Alliance Group moved into new office spaces at Bleicherweg 10 in Zurich. This relocation not only marked a physical change but also provided an opportunity to present the company in a new light by strengthening the role of art in client relationships.

Art has always been a core component of the company’s identity. Thorsten A. Bertl, the art-enthusiastic co-founder and partner of First Alliance, laid the foundation 16 years ago for serving clients who view art as an essential part of their wealth.

Work by Mike Bouchet, «ProLib», 2014 (Image: First Alliance Group)

Art from Clients

First Alliance not only serves families but also galleries, art dealers, and collectors whose assets span various investment classes, including significant art collections. These collections are not just managed by First Alliance but are actively curated and now partially integrated into the new office spaces. «It was important for us to give something back to our clients», as Thorsten A. Bertl, Managing Partner der First Alliance Group explains.

 
Work by Ansen Atilla, «The Protocol», 2009 (Image: First Alliance Group)

Among the artists featured from client collections are Tomás Saraceno, Analia Saban, Zak Kitnick, Hannah Epstein, Mike Bouchet und others. 

 
Valentin Magaro, Acryl on Wood, 2011. Series: «Tetris» (Image: Valentin Magaro)

An Artist as an Exception

Almost all the exhibited artworks come from First Alliance clients’ collections, with one exception being Valentin Magaro.  He is the only artist from the primary market and personally collaborated with Bertl to select and install works for the new spaces.

Additional Appreciation

The selection of artworks was done in close coordination with clients «We invited our clients to share their suggestions, then carefully selected from the works they were willing to part with, ensuring they aligned with what was feasible for us. », Bertl explains. The idea of showing additional appreciation to clients through the purchase of selected works has proven to be a resounding success.

First Alliance supports and advises its art-enthusiast clients not only in the legal structuring of their collections, including tax and inheritance aspects, but also in administrative matters such as inventory, storage, and insurance. Additionally, the company provides its extensive global art market network for specific acquisitions or sales.

Valentin Magaro, Painting in five Parts, Acryl on Wood, 2010, Series: «Tetris» (Image: Valentin Magaro)

Tetris Art in the Office

Magaro, who was previously represented in the company's former offices at Poststrasse 3, received a dedicated office to display his new works from «Tetris» series. These colorful, geometric works, inspired by the eponymous video game, integrate into the modern office spaces and are intended to «simply bring joy» as Magaro puts it.

Artist of Clear Lines

«The clear structure of Tetris is reflected in my work, as I enjoy working with systems of order.», says Magaro. While the artist is mainly known for his fictional-representational works, he has always created purely geometric pieces in parallel, such as the «Tetris» series, which highlight his clear line and precision in art.

The art concept at First Alliance goes beyond mere decoration. It represents a long-term commitment to the families, galleries, and art dealers the company serves.

Artist Valentin Magaro (left) and Lithographer Thomi Wolfensberger. (Image: T. Wolfensberger)

New Edition of 15 Unique Prints

For the coming year, First Alliance plans a launch event to officially present the new office spaces and the exhibited artworks.

Magaro, who is represented by  SAM Scherrer Contemporary Gallery, is planning a new edition of 15 unique lithographs to be produced with lithographer Thomi Wolfensberger in Zurich this September. «Thomi and I have collaborated for over ten years, and his support has been instrumental in advancing my career as an artist», says Magaro.

Art in Business Strategy

With this approach, First Alliance sets accents both in wealth structuring and in the art field. The company remains true to its philosophy of creating added value for its clients, both financially and artistically.

«Integrating art into our business strategy demonstrates our appreciation for our clients and strengthens the connection between their wealth and their cultural heritage», concludes Bertl.