Ange Leccia, Arrangements. Globes terrestres 1991-2021 - 77 globes terrestres lumineux / 77 light globes - Courtesy de l’artiste et Galerie Jousse Entreprise
Gregor Hildebrandt, Auf Wasser schlafend Rauscht das Meer 2021 - Video tapes, wooden structures - Installation view - Courtesy of the artist
Gregor Hildebrandt, Auf Wasser schlafend Rauscht das Meer 2021 - Bandes de cassettes VHS, structure en bois/Video tapes, wooden structures - Vue d’installation/installation view - Courtesy de l’artiste/Courtesy of the artist
Gregor Hildebrandt, Auf Wasser schlafend Rauscht das Meer 2021 - Video tapes, wooden structures - Installation view - Courtesy of the artist
Andreas Angelidakis, Athens by Night, 2021 - Impression sur PVC, mousse, papier peint, impression sur vinyle, vidéo à quatre canaux/Printing on PVC, foam, wallpaper, vinyl printing, four channel video - Vue d’installation/installation view - Courtesy de l’artiste/Courtesy of the artist
Andreas Angelidakis, Athens by Night, 2021 - Printing on PVC, foam, wallpaper, vinyl printing, four channel video - Installation view - Courtesy of the artist
Johan Creten, La Sirene Effrontee, 2021 - Terre cuite et émaux/Terracotta, enamels - Vue de l’exposition/exhibition view - Courtesy de l’artiste/Courtesy of the artist
Johan Creten, La Sirene Effrontee, 2021 - Terracotta, enamels - Exhibition view - Courtesy of the artist

diptyque

diptyque is a pioneer of perfume: a forerunner of an art de vivre through the senses. For diptyque, perfume is an art, and art is a journey. The first store opened in 1961 at 34 boulevard Saint Germain; today, the maison exports its brand of Parisian chic to 42 countries.

Domain

Contemporary Art

Design

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l’art en plus partnered with diptyque in 2020-2021 to design and oversee the artistic module of Le Grand Tour, a large-scale undertaking that celebrated the brand’s 60-year presence in the world.

CASE STUDY

For 2021, diptyque wanted to celebrate its 60th anniversary by paying tribute to the brand’s founding trio: three aesthetes attuned to beauty and to cultures worldwide. Several unique initiatives were dreamed up by the label, particularly original scents created by famous noses, distributed in limited editions to global pop-ups. diptyque brought in l’art en plus to draft and manage the artistic thread of this ambitious celebration through collaborations with international artists. Each one drew from the flagship destinations of the “diptych journey” as inspiration: Paris, Venice, Milies, Tokyo and Byblos.

l’art en plus advised diptyque on their selection of five international creators: Joël Andrianomearisoa, Johan Creten, Rabih Kayrouz, Zoë Paul and Hiroshi Sugimoto. They were tasked with imagining and illustrating a destination via a work of art linked to the olfactory. Our agency coordinated with the artists and the label’s in-house teams, including the production of five limited editions, each constituting its own set of technical challenges.

l’art en plus also oversaw and coordinated the production of a unique contemporary art exhibition, designed with curator Jérôme Sans, bringing together original works produced in-situ by nine international artists: Joël Andrianomearisoa, Andreas Angelidakis, Johan Creten, Gregor Hildebrandt, Chourouk Hriech, Rabih Kayrouz, Ange Leccia, Zoë Paul and Hiroshi Sugimoto. The exhibition—Voyages immobiles – Le Grand Tour—inaugurated a new Parisian space: La Poste du Louvre. In tandem, our agency assisted with communication, bringing in journalists and art-focused media, in addition to coordinating public relations and cultural partnerships for the event (private tours during FIAC, visits for museum members and groups of collectors, etc.).

Le Grand Tour was a true success for diptyque, both in terms of image-building and brand visibility. Its artistic component, be it the limited editions or the exhibited works, were applauded by the media, by professionals, by influencers, by connoisseurs and by the public.