Art & Business | Entertainment or the art of amusement, was born from the consumer society. Nowadays, it is associated with an “egocentric” experience through which emotions lead to the fields of pleasure and desire. Le Bon Marché plays with this concept, positioning its platform as an open space for creation.
Since its inception, more than 160 year ago, Le Bon Marché has filled its galleries with artworks from its founder Aristide Boucicaut’s collection (which has consistently grown since). Around the atrium we can find works by Pierre Alechinsky, Carole Benzaken, Gerard Fromanger or Fabrice Hyber, reflecting the house’s aesthetic and cultural inclinations.
However, beyond the collection’s display and for the third consecutive year, the Parisian department store is giving free rein to artists with ephemeral in situ commissions; these are exhibited during the store’s “mois du blanc”, its traditional month of promotions.
In this way, Le Bon Marché becomes a space devoted to creation through a series of events that invite contemporary artists to conceive inspiring atmospheres in the store. Already in the year 2000, under the leadership of Jean-Luc Choplin who was in charge of Visual Arts, the Galeries Lafayette invited artists Pablo Reinoso and Pierrick Sorin to create interactive installations for the store’s windows, its interior and the space under its dome.
Le Bon Marché has reproduced the same principle with a number of international artists who conceived spectacular and event-driven environments : in 2016 Ai Weiwei introduced a group of flying creatures inspired in Chinese tales with “Shanhaijing”, in 2017 Chiharu Shiota created sculptures with intertwined white threads and immersive installations; and finally in 2018, Leandro Erlich presented his illusionist’s phantasmagoria, twisting and reversing reality in order to be transported beyond paradise.
Thus, le Bon Marché has established a collection of artistic and emotional events that amplifies its profile as fashion epicenter and a creative space. Through its collaboration and close work with artists it offers a new status to the brand.
Publié le 16/01/2018
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