Not just another pretty picture.

• Author: Ferling, Rhona L.
• Position: Corporate Gallery: The Steelcase Art Collection - Cover Story

You certainly couldn't accuse the Steelcase art collection of blending in with the woodwork. From posters to paintings, sculpture to furniture, the pieces range the gamut of mediums and styles, but they all get your attention. And that's exactly what Steelcase wants its art to do -- to stimulate employees and visitors, highlight the architecture of its buildings and stress its commitment to a good working environment, only fitting for a company that makes office furniture.

The manufacturing and engineering posters at the company's design center are good examples of Steelcase sensibilities. The industrial theme is a natural for the center, where Steelcase develops many of its products. Many of the posters date back to the 1930s, when mass production was changing the face of U.S. industry, and reflect the energy and dynamism of that era.

In Steelcase's corporate headquarters, the posters are much more eclectic. "We have a smattering of different kinds of posters -- travel, product, industrial," explains Ric Pulley, design manager of the collection, adding that the assortment of European posters helps the company stress its international stature. He likes the European avant-garde posters from the 1970s and some David Hockney ballet and opera set designs. One huge poster of a tiger is even a landmark of sorts. "Everyone says, 'Okay, we're going to meet by the tiger,'" Pulley explains, adding, "It's advertising Tiger cigarettes when you really get up close to it."

Although posters aren't typical candidates for a corporate art collection, they are beginning to appreciate in value as the distinctions between fine art and commercial art blur. And artists as renowned as Toulouse-Lautrec often accepted commissions for posters or other commercial work at the beginning of their careers. "Most of this art was 'throwaway,'" Pulley points out. "It wasn't recognized at the time as being art, and now there are not many around." But public tastes are fickle at best. For instance, Japanese lithographs and prints, which were mass produced and considered strictly commercial vehicles in their day, are now considered highly collectible art.

In general, Steelcase tries to buy the works of emerging and local artists whenever possible, in addition to those of more...