SPECIFIC PROJECT PROPOSALS
CREATIION OF ARTISTIC CAPITAL
Promoting artists' work in a new and relevant way by following a pairing process between the work itself and the receiving (commissioning) corporate identity - this is the Agency for Specific ARTistic Projects approach.
In this way, the commissioning firm ensures its involvement in contemporary plastic arts and positions itself as patron.
It strengthens its public image and projects itself, both in France and abroad. It offers a specific perspective to artists' work.
To cite a few recent initiatives carried out in the fashion world :
Helmut Lang, Paris commissioned the artists Louise Bourgeois and Jenny Holzer for its boutique in Rue d'Alger.
Hedi Slimane requested the designer Pierre Charpin as well as the French artist Pierre Huyghe be engaged for the Dior Homme boutique in Milan to carry out an experimental fitting room installation.
The Agency for specific ARTistic Projects provides services to all commissioning public and private businesses wanting to create or heighten their cultural sensitivity image within the framework of the new legal measures regarding sponsorship (August 2003) www.culture.gouv.fr.
The two protagonists, the artist and the company, work together in close and reciprocal collaboration: the company is a true partner as the artist will create their project based on a continuous dialogue throughout the project's realisation.
The interaction between a space other than that linked to the usual artistic circuit (the singularity of the enterprise's intellectual and physical space) and the artist's work can, if done coherently and sensitively, bring about true chemistry - a synergy between the patron and artist and, in a way, create something truly magical.
This is the Alchemy, Synergy and Magic that we want to spark.