Artcurial loves to work with creative people and always tries to rethink its image. So of course there may be new collaboration opportunities in the future. This new edition with Sarah Andelman is actually the fifth special partnership between Artcurial and figures of fashion and communication. The first one was in 2016, when French stylist and designer Elie Topwas in charge of drawing compositions for the Jewelry auction's catalogue. The same year, Sandrine Merle, specialized journalist, social influencer and founder of thefrenchjewelrypost.com, lent her image in several videos, that brought to light some lots of the same sale.
In summer 2017 the format has been renewed with the participation of the designer Pierre Hardy, who is among the most appreciated signatures of Hermès. He made fine illustrations, that combine timepieces, jewelry and vintage Hermès pieces. The lots, that were brought together in the drawings, seemed to take part to a silent dialogue, as if they were characters of the same tale.
Last winter, for the first edition of Le Temps est Feminin, dedicated to female timepieces, Alexandra Golovanoff, who is a key figure of the French fashion and luxury world, accepted in turn to play the game. She invited friends, family and even her French bulldog on the set to take part in the game so as to give the catalogue a special vibe.
This summer Sarah Andelman, co-founder of Colette and now head of Just an idea, has been invited by Artcurial for a new special editorial selection dedicated to the sales of the prestigious luxury departments, that the house will hold in Monte-Carlo from Tuesday July 17thto Friday July 20th.
The mood of the pieces selected by Mrs. Andelman?
Sarah Andelman made a selection of her favourite pieces after hearing their stories and examining their charateristics. She said that she immediately thought of Koto Bolofoto work with her on the photoshoot for the auctions. He collaborates with the most prestigious fashion brands and creative magazines, to whom Colette has tributed a solo show in 2012. It has been a brillant idea to introduce the organic issue in order to ‘feed the debate among the experts and stimulate the appetite of the collectors’. They had fun combining colors, shapes and atmospheres with vegetables, fresh fruit, jewelry, watches and handbags. The items are totally different. You can find handcraft masterpieces, that our experts have collected all over the world: From the ring ‘Bague cocktail’ topped with a great central amethyst and surrounded by turquoises, to the little gold 18 carats phytomorfic pin with brilliant cut diamonds, both made by Van Cleef & Arpels. From the little Piaget with yellow gold 18k and champagne quadrant to the powerful Rolex Daytona ‘Paul Newman’ from 1967 and again, the unmissable Hermès Kelly so blackto the romantic Constance yellow oyster.
Artcurial is always looking for new ways for communicate with its public, joking with its image and creating new paths in order to cath the taste of the period and stimulating the fantasy of experts, amateurs and collectors.
The experience and the personal taste of Sarah Andelman allowed us to build an intensive narration that gave new life to objects in the original form of a ‘four courses menu’. Her work offered a new point of view, in which we recognize ourselves and through which each piece is brought into light. Such collaboration definitely add-up to a brand new experience and helps the public to understand better what our departments have to offer. Every single item has indeed a story to tell, from their production to their different owners.
Is this the first mixed action between fashion and jewels for Artcurial? Do you think it is more attractive for the collectors?
After Elie Top, Sandrine Merle, Pierre Hardy and Alexandra Golovanoff we are writing the fifth chapter of a story, which embodies Artcurial identity. We are a young auction house with an innovative spirit. Artcurial was one of the first auction houses to place a bet on vintage fashion sales and to create a proper department dedicated to Fashion arts. Last May, we also organized a special thematic auction, entitled C.R.E.A.M., which was dedicated to the brand Supreme and that aimed at discussing the links between the urban culture and arts. We do think, that it makes Artcurial more appealing for the collectors all around the world. You can not think the other way round when looking at this beautiful piece of art made by Sarah and Koto?
Which is the right target for this kind of campaign?
The public that comes each year to Monte-Carlo to attend our prestigious auctions is composed of international collectors from all over the world. Women and men, who will for sure be seducted by these elegant and polished images by Koto Bolofo and Sarah Andelman. They will be able to recognize there the high-profile signature of Artcurial. Moreover, beyond collectors that follow us and regularly get our catalogues, there is also the wider public of experts and amateursthat can be fascinated by these images. We believe that this communication campaign can spur the interest of a borader audience. The point here is more to make our message clearer and our offer more appealing.
The most estimated piece of this auction?
Among all pieces selected by Sarah Andelman, the top lot is the sumptuous diamonds and emeraldsnecklace by Harry Winston estimated 800.000 – 1M€ / 960.000 – 1.200.00$.