BETC holds its annual cultural season with a multidisciplinary exhibition, talks, publications and an outdoor festival
With the aim of encouraging links between arts and society, Magasins généraux consolidates its position as an inevitable cultural destination in Greater Paris in 2020. After the success of two first cultural seasons in 2018 and 2019, Magasins généraux continues its exploration of cultural and societal themes through the lense of creativity. Magasins généraux’s first two seasons attracted 30,000 visitors each, contributing to the momentum of Greater Paris.
Magasins généraux was created by BETC, France’s number one advertising agency, where creativity is the number one driving force. Theirs is a symbiotic relationship, which champions new ways of collaborating with local residents, grassroot movements, charities, brands and media. These convictions led to the building of themed cultural seasons which now take place twice a year, open to the public free of charge.
Each season’s starting point is a multidisciplinary exhibition, bringing together artists from all over the world to create original content, mixing generations and profiles of all kinds. They are amplified by an outdoor festival, talks and publications. Magasins généraux’s continued pursuit into publishing derives from the success of a guide book celebrating Paris beyond its traditional borders, and Cantine Générale − the first ever publication to explore the culture of canteens.
Publication of The Greater Paris Guide in Spring 2020, Magasins généraux will publish The Greater Paris Guide, an indispensable guide for those who want to get to know the Paris of the future. The Greater Paris Guide will be published in both French and for the first time, in English, to reach international audiences. The publication redefines the Paris map as we know it, with two new areas since Magasins généraux’s first Guide des Grands Parisiens in 2018. Listing cultural centres, parks, museums, festivals and more, this essential reference is written in collaboration with ‘Enlarge Your Paris’ − the number one blog about Greater Paris.
Season #3: Jardins partagés (Shared Gardens) Jardins partagés (Shared Gardens), a cultural season taking place in Magasins généraux and along the canal de l’Ourcq, is dedicated to ecological and social transition. Jardins partagés is an invitation to rethink the links between humans and nature’s role in the city. The cultural season unfolds with an exhibition of gardens conceived by a dozen artists and creators – visual artists, landscape designers, architects, chefs – in collaboration with local communities. The season will be completed by a symposium and the publication of a book. At the end of the exhibition the gardens built for Jardins partagés will be sustained and reused across Greater Paris.
Season #4: Hotel Sahara Artists residency in February in the Moroccan desert Associate curator: Farah Clémentine Dramani-Issifou Artists associated to the creation of Hotel Sahara: Les soeurs Chevalme. For Hotel Sahara, its second cultural season of 2020 (and fourth since its inauguration), Magasins généraux invites ten young visual artists, designers, filmmakers, musicians, dancers and poets − all from Saharan countries or their diasporas − to take part in a week-long residency at the gateway to the Sahara Desert. Imagined as a human and collective adventure, the aim is to allow the residents to experience and immerse themselves in the desert, to reveal the multiple realities of this vast region. Their brief is to create an exhibition in the context of the Africa 2020 season held by the Institut français, for Magasins généraux's autumn season. It’s a celebration of the desert as a societal crossroads, as well as a place that inspires reflections and collaborations. The exhibition will be accompanied by musical events, dance, performances, workshops, talks and a book.
Participating artists for both seasons will be announced in January 2020. Meetings with the artists and curators Anna Labouze and Kaimis Heinni are possible from March 2020.