In 2024, the keywords in Paris will definitely be “Olympics” and “Paralympics,” two world-class events. From various art pieces to Olympic designs, each has its own strategy and thoughts, hoping to join everyone in the celebration! French luxury skincare brand Guerlain has also put a lot of effort into this, hoping to praise and inspire athletes and the world’s precious treasures – the perfect occasion of gold, a project recognized by the 2024 Paris Cultural Olympics (Cultural Olympia).
Time flies, the charm of gold remains undiminished, surpassing its physical properties and becoming a symbol with universal value. From the creation of the bee bottle in 1853 to the contemporary interpretation of iconic bottles, they all belong to outstanding and eternal symbols closely related to Guerlain’s brand history and works.
Therefore, Guerlain created the “OR NORME” exhibition, where a group of artists reinterpreted gold in different forms and expressed themselves poetically with gold, providing a new perspective on the meaning and presentation of contemporary art.
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Exhibition “OR NORME”
The exhibition, curated by Jean-Luc Monterosso, founder of the European House of Photography (MEP) and artistic director of the Chengdu Contemporary Image Museum, together with Benoît Baume, founder of Fisheye magazine, brings together the works of 16 artists (including: Carolle Bénitah, Paul Cupido, Harald Gottschalk, the duo Graphset and Amandine Besacier, Morvarid K, Yves Klein, Enzo Lefort, Cédric Matet, Pedro Motta, Isabel Muñoz, Martin Parr, Pierre et Gilles, Georges Rousse, Rodolphe von Gombergh, Wiktoria Wojciechowska, and Sophie Zénon), to explore the dreamlike possibilities of this legendary metal.
For example, Carolle Bénitah’s inlay creation symbolizes the prevention of forgetting and the passage of time; Georges Rousse’s works with leaves and even Yves Klein’s freshness can all present our environment; or Martin Parr’s documentary style locks, full of irony.
Guerlain has commissioned two artists for this event: renowned Spanish photographer Isabel Muñoz with unique works imprinted with 24K gold on glass, and duo Graphset and Amandine Besacier with an art installation using golden prisms to create an innovative optical experience. The shimmering hues competing with sunlight illuminate this extraordinary exhibition, guiding us to reexamine the history of photography on a sensory level, revealing the artistic heritage and aesthetics of the beauty dynasty Guerlain.
Right: ISABEL MUNOZ
“We see Guerlain making good use of gold, it is a kind of luxury, but I prefer to believe that we are borrowing one of the most beautiful colors of nature. Colors that belong to honey, flowers, and even illuminate our stars.” – Jacques Guerlain
Exhibition “OR NORME”
Date: June 6, 2024 – September 12, 2024
Location: Guerlain flagship store (68 Avenue des Champs-Élysées, Paris)
Opening Hours: Monday to Saturday (11 am to 8 pm) | Sunday (12 pm to 7 pm)
(Free admission)
