The famous beauty house will present a unique exhibition on the theme of gold during the 2024 Olympic Games. A precious metal, symbol of first place, also linked to the history of Guerlain.
“Or Norme”: a cultural exhibition at Maison Guerlain.
The countdown begins. The Olympic Games will soon put France in the spotlight. An exhibition that luxury brands intend to take advantage of. This is the case of the Guerlain house, which for the occasion, imagined a cultural event within its legendary address on the Champs Elysées.
Called “Or Norme”, the exhibition takes an interest, through the prism of contemporary art, in this rare metal that athletes dream of. To do this, the brand called on sixteen artists in order to explore the possibilities of this unique material. Inlays, cutouts, collages… “gold is reinterpreted in various forms by artists and is expressed in a poetic dimension which offers a new look at its meaning and its use in contemporary art”details the press release.
Two special orders were also made for the occasion: a unique print on glass and 24-carat gold by the Spanish photographer Isabel Munozas well as an optical experience imagined by the duo Graphset and Amandine Besacier.
But what is the link between gold and the history of Guerlain? The brand recalls the extent to which this metal has marked its house and its know-how, notably with the creation in 1883 of its Abeilles bottle: an iconic case decorated with festoons inspired by the Place Vendôme column and 69 bees, all painted handmade in fine 24 carat gold.
Labeled by the Paris 2024 committee as part of the Cultural Olympiad, the exhibition will be accessible to visitors from June 6 to September 12, 2024, at Maison Guerlain, 68 avenue des Champs-Elysées in Paris. A way to attract new visitors – tourists and art lovers – to its setting while maintaining its brand image.
