The “Beauty will save the world” operation proposes to display Art in advertising billboards to make the paintings of great masters accessible to as many people as possible. In Paca, the towns of Saint-Raphaël and Aix-en-Provence participate.
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An open-air museum. Using the streets and urban furniture to display works of art in 4 m x 3 m displays, this is the idea launched by the mayor of Saint-Dizier in 2021: “Works capable of combating ambient gloom by creating gaps of light in public space, allowing us to awaken wonder.” explained Quentin Brière, mayor (DVD) of Saint-Dizier about this operation.
Manet, Dufy, Van Gogh, Da Vinci, the greatest classical artists thus expose themselves to the eyes of passers-by, free of charge and throughout their day, whether while waiting for the bus or while drinking a coffee on the terrace.
George de la Tour’s madeleine à la nuit light, to see on Boulevard de l’Aspé.
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© Selma Berny Commune Saint Raphaël
The first year, the town of Saint-Dizier displayed copyright-free reproductions, then it entered into a partnership with the Grand Palais in Paris which allowed the reproduction of around a hundred selected works. Reproduction rights are derisory, of the order of a few dozen euros per work.
The idea is making headway to spread throughout France and in 2024 the operation is adopted by 32 cities including Saint-Raphaël and Aix-en-Provence.
We have selected 20 works exhibited on 44 panels throughout the city to bring art closer to people and arouse emotion, create encounters.
Guillaume Decard assistant for cultural affairsat France 3 Côte d’Azur
Guillaume Decard, deputy mayor of Saint-Raphaël (Frédéric Masquelier LR) participated in the selection of the works: ” This operation, “Beauty will save the world”, may seem simple, but it is an operation which gives meaning and which combats gloom. We wanted to make eclectic choices to reach as many people as possible..”
The deputy would like to point out that the culture budget in the city of Saint-Raphaël is “more than 10%” which, according to him, reflects a strong commitment to culture.
This quote from Fyodor Dostoyevsky could be the subject of a philosophy assignment. Véronique Bonnet, associate professor of philosophy, has also analyzed this quote, here is a short extract: Beauty would save the world by making it an idea, a completed presentation of what is infinishable, unapprehendable. LDostoyevsky’s statement in The Idiot, pronounced by the hero Prince Myshkin, is a subjective and particular act of faith. This statement is intended to be conclusory, dogmatic, in the indicative and not in the conditional. But as it is in the future indicative, which makes it prophetic, it has a magical content and brings to light what is not yet.“
Claude Monet’s magpie, Avenue Commandant Charcot, after the corner of Boulevard Jean Moulin in Saint-Raphaël.
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© Selma Berny Commune Saint Raphaël
Without going too far into the analysis, the operation offers passers-by a bit of the great Parisian museums, without leaving the city. If the show has no comparison with the experience of a visit to the museum and the emotion provided by the works, it allows us to see something other than usual consumerism.
ALSO READ: “We don’t have the chance to go to Parisian museums”, paintings on billboards, these towns vote for beauty.
Le Môle de Canaletto, boulevard Raymond Poincaré in Saint-Raphaël.
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© Selma Berny Commune Saint Raphaël
The “Beauty Will Save the World” operation has been running since November 16 and until December 8, 2024: it “aims to put art and beauty within everyone’s reach and raise awareness to arouse wonder, questioning and discovery” according to the town hall of Saint-Raphaël.
Each edition revolves around a theme, this year it is: Light in Art. In 2025, “Beauty Will Save the World” will be structured as an association to try to generalize the concept.
If you want to visit this open-air gallery, here are the cities involved in the process:
Saint-Dizier (Haute-Marne), Bourges (Cher), Saint-Raphaël (Var), Salbris (Loir-et-Cher), Talmont Saint-Hilaire (Vendée), Naveil (Loir-et-Cher), Châteauroux (Indre) ), Neuvy-sur-Barangeon (Cher), Barentin (Seine-Maritime), Château-Thierry (Aisne), Orry-la-ville (Oise), Bondues (North), Sablé sur Sarthe (Sarthe), Graulhet (Tarn) , Baulon (Ille-et-Vilaine), Roanne (Loire), Laval (Mayenne), Béthune (Pas-de-Calais), Aubervilliers (Seine-Saint-Denis), Libourne (Gironde), Brétigny-sur-Orge (Essonne) ), Longwy (Meurthe-et-Moselle), Aix-en-Provence (Bouches-du-Rhône), Bagneux (Hauts-de-Seine), Bois-Guillaume (Seine-Maritime), Plouzané (Finistère), Puteaux (Hauts -de-Seine), Quessoy (Côtes-d’Armor), Dunkirk (North), Meudon (Hauts-de-Seine), Saint-André-les-Lille (North).
