Buren: luxury, entertainment, hedonism
Art & Business | In line with his interventions at the Guggenheim (2005) and Grand Palais for Monumenta (2012), Daniel Buren is creating an “experiential” effect with his colorful new work “L’Observatoire de la lumière,” installed under Frank Gehry’s glass canopy at the Fondation Louis Vuitton.
For the Fondation Louis Vuitton, Buren’s intervention becomes the framework for a host of special events and participative occurrences that proclaim a clear desire to entertain the viewer : the BurenCirque, the artist’s contemporary, formal reinvention of the circus concept; Artsy Hour en couleurs, the monthly, extended evening hours event at the Fondation Louis Vuitton when it becomes a center for visual, auditory and gustatory experimentation, with visitors invited to post their photos on social media with the hashtag #BurenFLV. In the wake of this event, the artist is also producing a colored pergola to be installed in front of the colonnade of the three-star restaurant Epicure in the Parisian luxury hotel Bristol. A far cry from his earlier, politically radical BMPT movement work, then in phase with the zeitgeist (66-67), the artist has adapted to a highly focused market of luxury-brand supported work and its values, developing pieces that are hedonistically inclined and highly visible : the “Buren effect.”