After a hiatus since 2019, France’s premier art fair has returned to the newly renovated Grand Palais, now reimagined as Art Basel Paris. This inaugural event has seen luxury giants like Miu Miu, Chanel, and Louis Vuitton ramping up their presence during Paris art week, signaling a new chapter in the city’s creative landscape. The fair not only showcases the direction of global creativity but also provides a glimpse into the tastes and spending habits of the world’s affluent art lovers.
In a time when interest in luxury goods is shifting, maintaining strong ties with the elite has never been more crucial for brands. The art world serves as an important lens through which to understand the preferences of this exclusive group—individuals for whom a cultural excursion to Paris is often just one stop among many on their vibrant social agenda.
Paris’ golden triangle buzzed with branded art events, from exclusive dinners at the Alaïa boutique on rue de Marignan to engaging artist talks at Burberry’s new Avenue Montaigne store, and a striking Peter Lindbergh photography exhibition at Dior Galerie nearby. Some brands even expanded their outreach, making art more accessible to the public, enhancing the cultural fabric of the city.
A standout of the Art Basel Paris Public Program was Miu Miu’s captivating exhibition and performance, “Tales and Tellers,” featuring Polish artist Goshka Macuga and curated by Elvira Dyangani Ose, with exhibition design by OMA. Running until October 20, 2024, at the historic Palais d’Iéna, this project delves into women’s narratives through a blend of film, video installations, and live performances. Actors reenact scenes from Miu Miu’s cinematic history and runway shows, intertwining original stories with real-life interpretations to create an immersive narrative experience. This collaboration underscores Miu Miu’s dedication to exploring femininity through the intersection of fashion, film, and art.
Frank Gehry’s installation at Art Basel underscored Louis Vuitton’s sponsorship as well as the 10th anniversary of the company’s art foundation outside Paris and Sarah Andelman curated the “Art Basel Shop”. She stuffed it with desirable art tchotchkes like poetic paper bracelets, Warhol stickers, Nicki de Saint Phalle inflatables, limited edition Guerlain fragrance repackaged by the French painter Julie Beaufils. There were first edition Surrealist books and art skateboards signed by Jeff Koons, a merch collection by the French art collective Claire Fontaine, red baseball caps stating “I Do It Because It’s Right”, sweatshirts proclaiming ‘Patriarchy = C02′ added an irreverent streak in what is still a rich, white man’s world. Much of the merch will head to Dover Street Market Paris in the coming days, extending the project’s lifespan.
As Art Basel Paris sets its sights on becoming the premier annual art fair globally, the synergy between luxury fashion and contemporary art continues to flourish, promising an exciting future for cultural engagement in the heart of Paris.
