Very cool article on BusinessWeek Online about the results of the relationship between the artist Richard Serra and the German steelworks tasked with helping him realize his work. Back in 1997 Serra’s European rep looked all over Europe for a steelworks that would partner with Serra to create his massive, beautiful, steel sculptures. Out of a dozen or so queries, only one responded with interest. It was Friedham Pickhan’s operation in north Germany’s steel country. He had no idea if his company could pull off what Serra wanted… but he had a newly purchased steel press that had capacity and thought it an interesting challenge. Thirty years previously Pickhan’s company was still making wagon wheels.
The cool part of the story is how the collaboration with Serra forced Pickhan to rethink his business, to innovate and accommodate the intense challenges of the work that Serra sought to realize. He rallied his company around the challenges of working with 30 foot long, 4 inch thick steel panels that take months to bend, and as a result created a myriad of new opportunities for what is both a lagging, and historically conservative industry. Working with Serra ultimately positioned Pickhan’s steelworks in a much different place, and fundamentally changed how the company actually viewed its own capabilities allowing it to pursue industrial work it would have never entertained as an option previously. Friedham Pickhan Steelworks is now considered a goto for large, complicated steel projects. They are now considered experts.
It has been almost 10 years since Serra and Pickhan initiated their relationship. Both are still very committed to working together and both will credit the other with their enhanced success. Definitely a testament to being open to new opportunity and ways of thinking.
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