The Corporate Daydream: This Could Have Been An Email
Launching December 2025
Ashcroft’s upcoming collection, This Could Have Been an Email, is a direct artistic engagement with the corporate mantra that time is money. Drawing on more than 15 years of experience in the B2B sector, Ashcroft repositions wasted hours, internal distractions, and absent-minded doodles as high-value cultural and intellectual property.
This series elevates the overlooked act of presenteeism — the corporate daydream — into a primary artistic asset. The works serve as both sharp satire and profound conceptual critique, challenging organisational metrics and exposing the colossal waste of corporate resources — both time and capital — on value-lacking, performative meetings.
The Ultimate Cultural Provocation
By reframing the meeting that “could have been an email” as a catalyst for creativity, Ashcroft invites collectors to confront an uncomfortable truth: if organisations so casually absorb the financial losses of pointless meetings, can they also recognise the value of the spontaneous creativity those same meetings inadvertently spark?
Acquiring this work is not only an investment in contemporary art but also an act of sophisticated self-interrogation. This collection stands as a bold cultural provocation and a permanent reminder that real productivity begins with the imaginative space to think, dissent, and dream.
— Investment Enquiries: Private Acquisition, Strategic Collaborations, and Institutional Commissions —
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