Guerlain presents a goldmine of photographs in honor of the Olympics

After months of planning and construction, the countdown to the start of the Paris Olympic Games has begun. On this occasion, Guerlain has decided to offer visitors to the City of Light Or norme, a golden photo exhibition echoing the gold medals that the most skilled athletes will receive at the end of the competition. The Maison's flagship store on the Champs-Élysées will be transformed into a golden temple until September 12 thanks to the work of 16 artists, under the guidance of Jean-Luc Monterosso (one of the founders and directors of the European House of Photography) and Benoît Baume (founder of Fisheye Magazine and Fisheye Gallery, both dedicated to contemporary photography). On display, unique photos such as the 24-carat gold and glass print by Isabelle Muñoz and a photo by Olympic champion and photography enthusiast Enzo Lefort capturing his gold medal. But that's not all. Sculptures, videos, modern technologies, the exhibition is a blend of various art forms, all with two common points: gold and their splendor. Celebrities from contemporary art and photography have also positively responded to the call. Notably, Yves Klein, who instead of painting the store blue, is exhibiting his famous Golden Table, as well as Martin Parr with his photos of gold bars taken in a Swiss bank.

Present on perfume bottles, cosmetic packaging, and even directly in the treatments offered by the brand, it can be said that gold is one of the key elements in Guerlain's DNA. "One could see the use of gold at Guerlain as a luxury, but I rather believe that we are borrowing one of its most beautiful colors from nature. That of honey and pollen, those of flowers, and even that of the star that lights us up", explained Jacques Guerlain, the third and most famous perfumer of the Guerlain family. The precious metal officially entered the annals of the Maison in 1853 thanks to l’Eau de Cologne Impériale, a perfume created in honor of the marriage of Empress Eugénie and Napoleon III, for which the founder imagined a hand-gilded royal case. Similar to the color of honey so dear to the heart of the French Maison, which has fought since its beginnings for the protection of bees, gold is also an essential element in the practice of photography. Besides creating unique optical and aesthetic effects, gold also acts as a development accelerator, a preservation agent, and improves image quality. But above all, gold symbolizes success, being number one, the best among the best. A highly coveted status a few days before the opening ceremony of the 2024 Paris Olympic Games.

It is therefore no coincidence that the exhibition is taking place today, the project being labeled by Paris 2024 as part of the Cultural Olympiad and thus in line with the events organized by the capital in honor of the sporting competition. The exhibition offers a variety of artistic methods where gold is central to various themes, such as nature, childhood memories, spirituality, and environmental concern. A beautiful way to blend sports, photography, art, and fashion, a combination that might have seemed impossible at first, but also a wonderful way to celebrate the Olympics while avoiding the crowded streets of the capital. Guerlain thus offers a true celebration of gold in all its forms, a tribute to its splendor, its significance, and its essential role in the art and history of the Maison as well as in the history of the world and the Games. The exhibition is open until September 12, 2024 and is located at La Maison Guerlain, 68 Avenue des Champs-Élysées, 15008 Paris, open from 11:30 AM to 7 PM Monday to Saturday and until 6 PM on Sunday. A golden opportunity to rediscover the precious metal in all its forms from a new perspective.