Paris, France – As the world turns its gaze to Paris for the 2024 Olympics, Guerlain’s Maison on the Champs-Élysées is captivating visitors with its breathtaking "Or Norme" exhibition. This stunning showcase, launched to coincide with the global event, pays homage to gold—not just as a symbol of Olympic triumph but also as a reflection of Guerlain’s rich and luxurious heritage.
Ann-Caroline Prazan, the International Marketing Director for Perfume and Artistic Director for Maison Guerlain at 68 Champs-Élysées
The "Or Norme" exhibition, a centerpiece of the cultural celebrations surrounding the Olympics, offers visitors an immersive exploration of gold’s poetic and symbolic significance through an extraordinary collection of photography. “Gold is the color of Guerlain, a symbol of excellence, and of course, it’s the medal everyone aims for in the Olympics,” said Ann-Caroline Prazan, Guerlain’s Head of Art Culture and Heritage Department. This exhibition beautifully intertwines the spirit of victory with the maison’s long-standing tradition of merging art and luxury.
In our exclusive interview, Prazan shared insights into Guerlain’s approach to innovation, rooted deeply in the maison’s history. “If you don't know the roots and history of your house, you can't create and innovate for the future,” she explained. This philosophy is central to every new venture at Guerlain, where each evolution honors the past while paving the way for future creativity.
Prazan also highlighted some of Guerlain’s recent artistic collaborations, which have become integral to the brand’s identity. A standout example is the celebration of the 110th anniversary of L'Heure Bleue, a fragrance created by Jacques Guerlain in 1912 and renowned as the first impressionist fragrance. To mark this milestone, Guerlain collaborated with the Yves Klein Foundation to create a special edition bottle—a large crystal vessel entirely enveloped in Klein’s iconic blue pigment. “It was more a piece of art than a perfume bottle,” Prazan remarked, underscoring Guerlain’s commitment to blending artistry with olfactory excellence.
Another remarkable collaboration involved the family of Henri Matisse, resulting in a hand-painted bee bottle adorned with Matisse’s famous 1939 painting “La Musique.” This project, like many others, exemplifies Guerlain’s ongoing dialogue with the art world and its dedication to pushing the boundaries of luxury through creative partnerships.
“These collaborations are essential in driving the brand forward,” Prazan noted. “They encourage innovation and offer fresh perspectives.” This approach ensures that Guerlain remains at the cutting edge of both the luxury and art worlds, continually drawing inspiration from and contributing to today’s creative talents.
Looking ahead, Guerlain is preparing for another significant event later this year: Art Basel Paris in October. The maison will present an exhibition featuring the renowned Korean artist Lee Ufan, alongside other prominent Korean artists. This exhibition continues Guerlain’s tradition of fostering cultural exchange and celebrating modernity through art.
In addition, Guerlain has introduced the Art & Environment Prize, which will be awarded during Paris Art Basel 2024 at Grand Palais in Paris. This prize reflects the maison's dedication to environmental sustainability and artistic innovation, recognizing artists who explore environmental themes in their work.
“These collaborations are always a source of inspiration and modernity, continuing the tradition the Guerlain family established in the past,” Prazan emphasized, highlighting the importance of innovation that remains deeply connected to the maison’s heritage.
ABOUT
Ann-Caroline Prazan is the International Marketing Director for Perfume and Artistic Director for Maison Guerlain at 68 Champs-Élysées. With a background in management and an MBA in finance and marketing, she began her career in finance and communications before spending a decade at Balenciaga. She joined Guerlain in 2000, first as Group Manager for Perfume, and became Marketing Director in 2005, overseeing the reopening of Maison Guerlain and creating the Exclusifs range, including La Petite Robe Noire. In 2011, she became International Marketing Director, launching notable fragrances like L’Homme Idéal and Mon Guerlain. Since 2015, as Artistic Director, she has fostered artistic collaborations and cultural programming, notably partnering with FIAC for 13 years.
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