Parcours Saint Germain

Parcours Saint Germain

Emily Marant et Alice Gotheil

What is the concept of the Parcours Saint-Germain?
The Parcours Saint-Germain is a contemporary art event in which works are exhibited in quite unexpected places!
Could you tell us how this project started?
The Parcours was launched in 2000 after several luxury brands established spaces in the Saint-Germain neighbourhood of Paris. The idea was to create an initiative to sustain and develop the cultural soul of the area.
At the time, contemporary art was not as popular as it is now, and brands were yet to show any interest… It was a very avant-garde event.
What drew you to this project?
Alice: I had always been interested in the interactions between the luxury world, brands and contemporary art. In a way, the Parcours is the culmination of these interactions. And successfully exhibiting artists in unusual places is a real challenge, both for the artists and the brands!

Emily: The Parcours puts artists up against the limits and restrictions of a functional space. Boutiques are not simple white cubes, and this challenge generally leads to creative solutions. Partner companies see it as a chance to present and support designers and artists, so our job is to select talents that have a connection with the brand’s identity and spirit. We offer deliver turnkey exhibitions for many of them. For the artists, the Parcours is also a chance to be seen by a wider and more diverse demographic.
What changes have you made to the programme?
Alice: I have been working for the Parcours for several years. I am now trying to rejuvenate the programme to showcase younger creatives. This year Emily and I have made it our mission to approach young artists who are building their careers. We have supported many of them for a long time.

Emily: The idea was to carry out a sort of audit of the event, which has become a Saint-Germain institution. This led us to revamp our communications strategy and visual identity while also creating new tools. We want to develop the event within its time by integrating societal questions such as the relationship between brands and art, digital communication and exhibition trends. And that’s on top of the work we are doing to actually create the program.
How did you choose the partner boutiques and works of art together?
We offer this project to brands we like and who have an affinity with the creative world. Some iconic sites in Saint-Germain are also loyal partners, and we are delighted to have them in the Parcours.
How do you both work together?
We share the work, from partners and artists to the projects themselves, but we always talk to each other about everything. We really work together, and no one makes decisions on their own.
"Constantly finding new talents is hard work! There are so many artists and schools, and it’s up to us to choose what we really like" [Parcours Saint Germain]
How do you make things work with the boutique managers?
The first step is to contact the brand’s head offices. Then, when we are put in touch with the boutique managers, we built a close relationship with them. After all, they are our partners in the field! When possible, the artists attend the installation of their work. Some of them even drop by several times to get to know the space and its limits. It’s the perfect chance for the staff to meet the artist and immerse themselves in their work.
Do you think your work together is linked by themes that interest both of you, and if yes, what are they?
We share the same passion for the work of young creatives. We love discovering new artists, helping them to make a name for themselves, and showcasing their work. Emerging creative talents make up the foundation of all our projects.
What challenges have you faced?
Constantly finding new talents is hard work! There are so many artists and schools, and it’s up to us to choose what we really like.
Working with these young people who are faced with the reality of the working world and the art market for the very first time also forces us to be flexible in the roles we play. We offer guidance and advice every step of the way, from design and communication to important details such as how to decide on a price for a piece of artwork.
Is it difficult to be a woman in the art world?
No, in fact there are more women than men!
What are your backgrounds and your experience?
Alice: I have a master’s degree in cultural project management, and I worked extensively as an intern in the art world, at the FIAC, the Centre Pompidou, art galleries and specialist communications agencies. I started the Parcours six years ago while developing other projects alongside it, including a platform for promoting young designers. I have also just founded Agence Flash to unite all of my different projects under one company.
Emily: I have a background in art and fashion. I began my business adventure two years ago with the launch of Studio Marant, an ecosystem built around art, fashion and design offering consulting services for creative projects. From art commissions to exhibition design, I develop a bespoke creative offer. I also organise an Inspiration Store every year, where I present series of works and limited editions based on aa given theme. One day I would like to make these pop-up exhibitions mobile.
Do you invest in art?
Alice: Yes, I often can’t resist works by young artists… But I don’t see it as an investment, it’s more of a pleasure.
Emily: Yes. When you acquire a piece of art, there is something quite irrational and very personal about it.
What is your next project?
Reality Check, an exhibition about our perception of reality with a selection of young artists exhibited at the restaurant and on the patio of the Le Cinq Codet Hotel from 8 September to 22 October 2017. And we will be opening a pop-up store for Christmas. We have been planning this event for several years, and it’s the perfect chance to find arty gifts.
Photos:
Alice Guittard/ Longchamp
Diasuke Yokota/ Café de Flore
Evan Holloway/ Louis Vuitton
Henrik Purienne/ Maison Kitsune

Parcours Saint Germain

Emily Marant et Alice Gotheil

What is the concept of the Parcours Saint-Germain?
The Parcours Saint-Germain is a contemporary art event in which works are exhibited in quite unexpected places!
Could you tell us how this project started?
The Parcours was launched in 2000 after several luxury brands established spaces in the Saint-Germain neighbourhood of Paris. The idea was to create an initiative to sustain and develop the cultural soul of the area.
At the time, contemporary art was not as popular as it is now, and brands were yet to show any interest… It was a very avant-garde event.
What drew you to this project?
Alice: I had always been interested in the interactions between the luxury world, brands and contemporary art. In a way, the Parcours is the culmination of these interactions. And successfully exhibiting artists in unusual places is a real challenge, both for the artists and the brands!

Emily: The Parcours puts artists up against the limits and restrictions of a functional space. Boutiques are not simple white cubes, and this challenge generally leads to creative solutions. Partner companies see it as a chance to present and support designers and artists, so our job is to select talents that have a connection with the brand’s identity and spirit. We offer deliver turnkey exhibitions for many of them. For the artists, the Parcours is also a chance to be seen by a wider and more diverse demographic.
What changes have you made to the programme?
Alice: I have been working for the Parcours for several years. I am now trying to rejuvenate the programme to showcase younger creatives. This year Emily and I have made it our mission to approach young artists who are building their careers. We have supported many of them for a long time.

Emily: The idea was to carry out a sort of audit of the event, which has become a Saint-Germain institution. This led us to revamp our communications strategy and visual identity while also creating new tools. We want to develop the event within its time by integrating societal questions such as the relationship between brands and art, digital communication and exhibition trends. And that’s on top of the work we are doing to actually create the program.
How did you choose the partner boutiques and works of art together?
We offer this project to brands we like and who have an affinity with the creative world. Some iconic sites in Saint-Germain are also loyal partners, and we are delighted to have them in the Parcours.
How do you both work together?
We share the work, from partners and artists to the projects themselves, but we always talk to each other about everything. We really work together, and no one makes decisions on their own.
"Constantly finding new talents is hard work! There are so many artists and schools, and it’s up to us to choose what we really like" [Parcours Saint Germain]
How do you make things work with the boutique managers?
The first step is to contact the brand’s head offices. Then, when we are put in touch with the boutique managers, we built a close relationship with them. After all, they are our partners in the field! When possible, the artists attend the installation of their work. Some of them even drop by several times to get to know the space and its limits. It’s the perfect chance for the staff to meet the artist and immerse themselves in their work.
Do you think your work together is linked by themes that interest both of you, and if yes, what are they?
We share the same passion for the work of young creatives. We love discovering new artists, helping them to make a name for themselves, and showcasing their work. Emerging creative talents make up the foundation of all our projects.
What challenges have you faced?
Constantly finding new talents is hard work! There are so many artists and schools, and it’s up to us to choose what we really like.
Working with these young people who are faced with the reality of the working world and the art market for the very first time also forces us to be flexible in the roles we play. We offer guidance and advice every step of the way, from design and communication to important details such as how to decide on a price for a piece of artwork.
Is it difficult to be a woman in the art world?
No, in fact there are more women than men!
What are your backgrounds and your experience?
Alice: I have a master’s degree in cultural project management, and I worked extensively as an intern in the art world, at the FIAC, the Centre Pompidou, art galleries and specialist communications agencies. I started the Parcours six years ago while developing other projects alongside it, including a platform for promoting young designers. I have also just founded Agence Flash to unite all of my different projects under one company.
Emily: I have a background in art and fashion. I began my business adventure two years ago with the launch of Studio Marant, an ecosystem built around art, fashion and design offering consulting services for creative projects. From art commissions to exhibition design, I develop a bespoke creative offer. I also organise an Inspiration Store every year, where I present series of works and limited editions based on aa given theme. One day I would like to make these pop-up exhibitions mobile.
Do you invest in art?
Alice: Yes, I often can’t resist works by young artists… But I don’t see it as an investment, it’s more of a pleasure.
Emily: Yes. When you acquire a piece of art, there is something quite irrational and very personal about it.
What is your next project?
Reality Check, an exhibition about our perception of reality with a selection of young artists exhibited at the restaurant and on the patio of the Le Cinq Codet Hotel from 8 September to 22 October 2017. And we will be opening a pop-up store for Christmas. We have been planning this event for several years, and it’s the perfect chance to find arty gifts.
Photos:
Alice Guittard/ Longchamp
Diasuke Yokota/ Café de Flore
Evan Holloway/ Louis Vuitton
Henrik Purienne/ Maison Kitsune