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1 Thoughts on Artgenève, Geneva's Contemporary Art

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1 Thoughts on Artgenève, Geneva's Contemporary Art BY EU FACULTY Thoughts on artgenève, Geneva’s democracy: while expensive works oF Contemporary Art Fair art are For sale, so are some priced at less than CHF 10,000. Not For all By: Lesley Lawson Botez budgets but still reasonable For this Professor of Luxury and Design exuberant market. EU Business School, Switzerland Visitors to artgenève include art February 2020 lovers, collectors, art proFessionals _____________________________ and the general public. In a city that is oFten associated with a luxury In early February more than 90 liFestyle, it is no coincidence that the galleries and museums that event is held in late January when exhibited at the 2020 edition oF luxury tourism in and out oF Geneva artgenève, Geneva’s art Fair, pack is at its apogee. Visitors can pick up their precious wares ready For some quality art work to decorate the ArtMonteCarlo in May. They can chalet in the Alps, or even be one oF congratulate themselves on yet the First to spot a rising star. another successful event. The association between art and Switzerland has three art centres – luxury is not new For the two are Zurich, the aristocratic Basel with its natural partners. Both create pieces iconic art Fair and, increasingly, that help deFine those who own them, Geneva. To add credibility to those who aspire to or have attained Geneva’s position, two heavyweight a particular liFestyle. Both have a international galleries have opened deep understanding oF quality, their doors here, eager to attract the patience, skill and design. They are city’s international clientele: Larry the masters oF bespoke production. Gargosian opened in 2010 and Pace In some ways, luxury products can Gallery in 2018. Both were present at be called the ultimate art oF the retail artgenève. world. Over its eight years oF continued As companies strive to create development and uniqueness in an ever-burgeoning consolidation, artgenève has taken market oF products both on and oFF root in the Geneva Lake region, line, high-level creativity and establishing itselF as a high end, customization remain the single most internationally renowned proFound way to establish contemporary art Fair. It is unusual in signiFicance, scarcity and exclusivity. welcoming public and private collections such as Geneva’s Consider the impressive list oF luxury MAMCO, the British Royal Academy brands that have Forged their own oF Arts or Art oF Egypt, as well as highly credible art Foundations. It international galleries promoting a includes Fondation Louis Vuitton dynamic dialogue between with its recent remarkable exhibition institutions and galleries. celebrating XXth century designer Charlotte Perriand, Fondazione While contemporary art is considered Prada, Gucci Museo, Fondation by many as reserved For an elite, Cartier and Rolls Royce Art artgenève maintans a certain Programme. 1 BY EU FACULTY We walked by sponsors’ stands In Switzerland, many banks and including Gubelin with its slippers on even supermarkets have impressive steps, surprisingly Le Raphael art collections. The Swiss retail giant beauty institute and the Gandur Art Migros owns an important collection Foundation, together with oF contemporary art based in its established institutions like Paris’s museum in Zurich. True to the values Centre Pompidou and Milan’s oF its Founder, Gottlieb Duttweiler, the Fondazione ICA. collection is accessible to a wide public. Prestigious prizes are another way business, particularly luxury, Against this background, a visit to intertwines with contemporary art, Geneva’s contemporary art Fair supporting yet-to-be discovered seemed the perfect place to take artists. This year’s winner oF the luxury and design students so that Ruinart/Paris Photo prize, they could Form their own opinion. photographer Elsa Leydier, was For the last two years I have invited showing her work, 'Heatwave' and them to the VIP opening night. was happy to explain how she had photographed the Ruinart On the night, brieFed and prepared champagne bubbles to best eFFect. For lots oF walking, we got to Meanwhile insurance company, La Geneva’s Palexpo exhibition centre Mobilière’s tent contained Maya by 5:30 pm. Last year we arrived at 7 Rochat’s prize-winning installation. pm and the queue to get in went Visitors were invited to contribute by around the hall and back so this year walking over broken mirror, a we were earlier. Pausing to pick up sickening crush testiFying to the maps and plans we were stopped in works’ change in structure. Since our tracks by a David Hockney iPad 1996 this prize has been attributed to piece covering an entire wall. It set promising Swiss artists. the scene. The British artist now in his 80s whose work sells For more VIP opening night was packed as than any living artist, began using the ever. Deals take place behind the iPad some 10 years ago. He Focuses scenes too, at the various sponsors’ on nature and the outdoors and dinners and other exclusive events claims that using an iPad as his set up to entertain a demanding canvas Facilitates his work. While public. Apple, designers oF the iPad, is not a luxury brand, its strategy is. In the evening, tables are laid up and down the passages, between the Still in the realms oF technology and stands. Lucky guests are treated to in place oF the much-missed design dinner and spicy conversation pavilion stood LOOP Barcelona, an surrounded by works oF art. interesting series oF video exhibits. Several local businesses and sponsors take advantage oF the concentration oF art lovers to stage special events. Private bank Piguet and Galland For example hosted a brunch and private view oF the BCV 2 BY EU FACULTY collection on loan in their oFFices. It was a chance to see Anoush Abrar’s photos oF Geishas and listen to him explain his experience photographing these exclusive and illusive subjects. Students claimed that their visit to artgeneve was an amazing experience. They were impressed with the diversity oF age and nationality at the opening, expecting it to be older and stuFFier. They were surprised by the Friendliness oF the gallery owners and relaxed atmosphere. Unlike some art Fairs, it was in no way intimidating but open and welcoming... and the Food was good too. 3 .
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