We’re proud to announce that Peugeot Ireland and Photo Museum Ireland have been shortlisted for Her, Allure in the Jim McNaughton/TileStyle Best Commissioning Practice category at the 2025 Business to Arts Awards.

Photo Museum Ireland and Peugeot joined forces to bring Ruth Medjber’s Her, Allure to life—an exhibition that explores the power of connection through evocative photography. Peugeot, embodying the essence of allure, partnered with Ruth to create a visually stunning collection of nine images that represent ‘allure’ as a mythical, nomadic muse. Ruth’s complete creative freedom, supported by Peugeot’s commitment to art, resulted in a fresh perspective on beauty, movement, and self-expression. The collaboration redefined brand-art partnerships, showing that when brands support artists’ creative vision, they foster powerful, innovative outcomes.

By demonstrating how commercial and artistic collaborations can support creative freedom, the partnership set a precedent for meaningful brand engagement with the arts, reinforcing the cultural value of photography.

We are honoured to be recognised alongside Irish Life & The Meditative Creative: Our City, Our Future, Drogheda Port Company & Emily McCormack: Brig Manley and Sherkin North Shore & Open Ear Festival: Island Residency Programme, in a category that celebrates a business or organisation that has shown excellence in their approach to commissioning an artist of any artform.

The 33rd Business to Arts Awards take place in September 2025, hosted by broadcaster and journalist Dearbhail McDonald, and will showcase Ireland’s most innovative partnerships between business and the arts.

A heartfelt congratulations to Ruth Medjber and our visionary partners at Peugeot Ireland.