Guerlain Opens Art Exhibition On Champs-Élysées Amidst Riots

(MENAFN- USA Art News) On Tuesday, October 20, Maison Guerlain debuted“L'Heure des Possibles,” an exhibition featuring works by 33 artists, on the Champs-Élysées in Paris. This opening took place just days after rioters had left graffiti and scars on luxury storefronts along the avenue.

The exhibition includes four specially commissioned pieces, with the remaining works on loan. These selections were chosen to reflect Guerlain's signature perfume,“L'Heure Bleue,” and the twilight period from which the fragrance draws its name. Works by established figures such as James Turrell, Annette Messager, Christian Boltanski, and Ugo Rondinone are displayed throughout the historic maison, alongside art by emerging contemporary artists including Marie Bovo, Xie Lei, and Valentin Fougeray.

The Guerlain family established their hôtel particulier on the site in 1914, following the company's founding in 1828 by Pierre-François-Pascal Guerlain. The exhibition's VIP opening evening, scheduled for October 20, was canceled. Guerlain's director of art, culture, and heritage, Ann-Carolin Prazan, stated that the exhibition offers“a moment of blue after all the black,” referring to recent demonstrations protesting education and cost-of-living issues in France, which have included violent outbreaks by some ultra-far-left groups. Prazan added,“Paris is the capital of culture. People want to support artists and culture; we must not be felled. I think we have to say 'enough!' now.”

Despite President Emmanuel Macron 's announcement that“illegitimate” demonstrations would be prohibited in the coming days, France anticipates further rioting this weekend. As a precaution, Art Basel in Paris, where Guerlain is a host partner, confirmed it would close two days early, and public sculptures for the Art Basel program in the French capital have been removed or protected. A spokesperson confirmed that Maison Guerlain intends to remain open throughout the weekend.

Guerlain's history includes nearly 200 years of collaborations with artists such as Matisse, Yves Klein, and Lee Ufan. Its iconic Bee Bottle, created in 1853 as a wedding gift for Empress Eugenie de Montijo and Napoléon III, has been reinterpreted by contemporary and street artists like JonOne, Wassim Mraihi, and Géraldine Gonzalez. The company maintains an archive of 25,000 works, many of which are perfume bottle designs. For the past 20 years, Guerlain has also hosted contemporary art exhibitions in its flagship boutique, a program that has supported artists like Paris-based Alexandra Mocanu, who described Guerlain's support as“crucial” while she seeks gallery representation in the city.

Prazan expressed initial uncertainty when she began installing modern and contemporary art in the maison in 2006, noting,“It's hardly a white cube. But it works.” Unlike other luxury brands, Guerlain has maintained a focused product line of fragrances, skincare, and makeup. This specialization is perhaps influenced by its 1994 acquisition by LVMH, the world's largest luxury goods conglomerate, which manages over 75 brands and reported more than €80.8 billion in revenue in 2025. François Pinault, who owns LVMH, is a significant art collector in France, though the Guerlain collection remains separate.

Looking ahead, Guerlain plans a global exhibition in 2028, featuring 20 artists to mark its 200th anniversary. This major event is slated to take place in locations including Korea, Dubai, the US, China, and Japan. Prazan described it as“going to be big, and it's going to be totally unique.”

We previously reported:

The new Large art center on Île Seguin in Greater Paris opened October 17, focusing on promoting French contemporary art in a building designed by RCR

Artcurial Paris will hold two sales on October 24, 2026, offering works by Maurice Denis, Pierre Bonnard, Paul Gauguin, Jean-Michel Basquiat, and more.

Art Basel Paris Avant Première saw strong initial sales, including a $100 million Modigliani and works by Richter, Baselitz, and Picasso, despite city protests.

Source: The Art Newspaper

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