Joan MIRÓ, Personnage, 1972, synthetic painted resin, 320 x 120 x 100 cm. Haliguon, statuary reproducer, Périgny-sur-Yerre.
© Successió Miró / Adagp, Paris, 2016
photo Florian Kleinefenn
ART MAKING SHOPPING MORE ENCHANTING
By capillarity, subtly sliding in, the true values of art – sharing, culture, history – become those of commerce, “who knows better how to create bridges between people”, emphasises Christophe Cuvillier, CEO of Unibail-Rodamco and Henri Chambon president of Socri Promotions, the driving forces behind the Polygone Riviera. "The presence of art transforms the experience of the place into somewhere for conversation and sharing", they add. Art sublimates the act of buying, rendering it more enchanting. Art imbues a magical and attractive aura to all the products it's associated with. And as for the brands themselves, they too are multiplying their collaborations with artists.
If art institutions are being increasingly seduced by this kind of partnership with shopping centres, it’s also because they are reacting both to their objectives of democratising art – art for everyone, everywhere – and their financial needs (loans and projects often come with financial compensation) The Joan Mirós at the Polygone Riviera were indeed lent by the Maeght Foundation. Its director Olivier Kaeppelin repeats to anyone willing to listen (and rightly so) that the foundation, one of the best in Europe, remains a "poor" institution. Begun in 1964 by Marguerite and Aimé Maeght, it inaugurated a new model of the foundation for public artistic use… founded by gallery owners and art dealers. Ah, that good old alliance between art and commerce.
The Maeght Foundation Mirós and the Format Paysage exhibition curated by Jérôme Sans, at the Polygone Riviera, 119, avenue des Alpes, Cagnes-sur-Mer. On until October 1st 2016.
By Thibaut Wychowanok