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Trend in sight

Mass Art

Art & Business | In the circuit of large European capitals, the signs indicate that contemporary art is entering into a mass men phenomenon spiral where marketing and cultural consumption are king and queen.

Ouverture de Marseille Provence 2013 , Capitale Européenne de la Culture © Patrice Terraz
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Ouverture de Marseille Provence 2013 , Capitale Européenne de la Culture
© Patrice Terraz

- The development policies of the great western museums are directed towards profitability : the objective is that of attracting new strata of the public, from children to adolescents, from the tourist to the senior citizen through the choice of essentially federative exhibitions and isolated participative events, in addition to cultural events like MP2013;
- Exhibitions in department stores like Bon Marché and Galeries Lafayette in Paris;
- The quasi-systematic collaborations between the industries of luxury and fashion with certain artists identified almost as brands, from merchandising to large scale communication : Kusama/Vuitton, Fondation Warhol/Pepe Jeans;
- An « arty » aesthetic popularized as the only contemporary aesthetic relayed by the non-specialised press;
- The reference to art in the advertising of products of wide distribution, cosmetics, coffee and mid-range jewellery;
- Popular large-scale events of short duration like the Nuit blanche in Paris, the Fête des Lumières in Lyon, the licences of which are exported to other large capitals, the European capitals of culture.
Fashion, the street and life are weaving a new cultural web in the domain of the mass market, whilst innovatory approaches continuing to be developed confidentially on the outskirts of consumption require deciphering.

Nina Rodrigues-Ely / Manuel Fialho
Publié le 22/03/2013
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Ouverture de Marseille Provence 2013 , Capitale Européenne de la Culture © Patrice Terraz Flashmob du rire en 2009 © Centre georges pompidou

Ouverture de Marseille Provence 2013 , Capitale Européenne de la Culture
© Patrice Terraz

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