Does Paris have a new crown or just a new king?
“In Paris, everyone wants to be an actor, no one resigns themselves to being a spectator”
said Jean Cocteau.
Stock!
Art Basel, the all-powerful Swiss fair which unceremoniously dethroned the Fiac last December, is displaying its victory everywhere: Paris+ by Art Basel, which is held at the ephemeral Grand Palais until Sunday evening.
From the kinetic banners à la François Morellet, along the Champs-Élysées, to the purple T-shirts of its VIP hostesses, very useful partnerships with the press, to daily and corporate messages on the Art Basel Instagram account (2.3 million subscribers).
Not to mention the BMWs bearing the name of its new Paris branch.
Swiss efficiency no longer needs to be demonstrated.
Those who attend the Basel fair in June recognize the relentless logistics of this multinational which has created counters in its image in Miami and Hong Kong.
Paris was missing from its chessboard.
Brexit helping, France is…
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