Vera Timoshenko delivered a lecture on Aesthetic Intelligence as part of her "Art & Business" series.

The discussion covered the concepts of aesthetics and the perception of beauty in art from antiquity to the present day, as well as aesthetics beyond the realm of art — in everyday life and business. The talk also touched upon the figures of the aesthete and the aesthetician, along with the nature of taste and its cultivation. Why do we find Botticelli’s Venus and Michelangelo’s David so breathtakingly beautiful that they can trigger Stendhal syndrome? And why, in the 20th century, did the aesthetic strategy in art shift toward shock, with ugliness — the antithesis of beauty — becoming dominant?

Aesthetic intelligence is not just about understanding and cultivating one’s taste, but also about expressing and projecting it. Aesthetics play a role in business, too. Business logic does not conflict with business aesthetics. Consider the rational functionalism of IKEA, the simplicity of Braun’s signature style, or the luxury aesthetic of Ladurée. Aesthetics can become a competitive advantage for a business. Recognising the power of aesthetics, brands are applying Aesthetic Intelligence to their operations. This applies not only to the creative industries but also to sectors that might seem far removed from the realm of beauty.