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Parisian “Je ne sais quoi”: The elegance of art in daily life

Picture this: it's midnight in Paris, or any other moment in time. The enchantment is real. In the heart of the city, the streets resonate with a profound cultural ethos that has fascinated minds for centuries. Paris, with its timeless elegance, continues to provide valuable context to recent events like the Paris+ by Art Basel fair, where the boundaries of contemporary art and culture are continuously pushed, and the city's artistic spirit thrives.

Ron Mueck at Fondation Cartier, Private Tour Paris+

Beyond its iconic landmarks and fashionable boulevards, Paris holds a unique philosophy—a way of life that challenges our conventional understanding of culture. Here, art effortlessly intertwines with daily existence, reshaping collective consciousness and redefining the essence of culture itself. As we delve into the Parisian approach to culture, we uncover a tapestry woven with elegance, innovation, and an unwavering commitment to the arts, encouraging us to perceive culture differently, just as the Parisians have for generations.

Let yourself be captivated, not only by the charm, but especially by the way they seamlessly merge culture, creativity, and commercial viability with art:

Paris embodies elegance and timelessness, what we call the Parisian aesthetic—the elusive "Je ne sais quoi." It cherishes classical and refined designs, often drawing inspiration from art movements and historical references. This focus on enduring beauty ensures that products possess a lasting allure in the market. The French approach to artistic inspiration is limitless, with a unique ability to collaborate with artists and integrate elements such as paintings, sculptures, and other visual arts into their creations. They fearlessly take the extra step and actively encourage innovation and experimentation. Pushing boundaries, experimenting with materials, and introducing avant-garde concepts are intrinsic qualities of the French. It should be noted that this approach challenges conventional modes of thought and work, not for the faint of heart. How far would you dare to go?

“La beauté est partout, mais le plus important est de savoir l’interpréter.” – Camille Pissarro

Cultural significance is more than just a buzzword. Think of Montmartre or Saint-Germain-des-Prés, havens for intellectuals for decades and now cultural hotspots for tourists. Intellectualism is the new allure. The French, like no one else, comprehend how to maintain their status as trendsetters and influential global hubs, thanks to their fusion of art and business. In essence, this cultural resonance deepens the emotional connection consumers have with their products, rendering them even more desirable. Despite their reverence for the past and their cultural pride, the Parisian style is adaptive to modern trends and consumer preferences. This adaptability ensures that art remains pertinent in contemporary markets, allowing businesses to meet the evolving needs of their clientele.

“Everything is beautiful, all that matters is to be able to interpret.” – Camille Pissarro

Is your business ready to add a dash of “Je ne sais quoi” and a sprinkle of Parisian magic to its strategy, or do you prefer to play it safe in the black-and-white world of business as usual? Feel free to have a wake-up call.

Yours truly,


A&P sidenote: Fondation Cartier pour l'art contemporain, designed by start architect Jean Nouvel and equipped with the very first vertical garden on a building in France, currently houses Australian artist Ron Mueck. Their joint cooperation already goes back a long time to 2005 when he was first introduced to French audiences with his rare and highly anticipated work. On view: his monumental installation Mass (2017), presented for the first time outside Australia along with iconic pieces from his career. Interestingly, the Fondation Cartier is not market-orientated but focuses on its collection's notion of collecting a respectable amount of works from one artist.

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