21 July 2021
Diptyque chooses to stage art for its anniversary
How to celebrate your birthday without wallowing in the past? Better than a limited edition or a beautiful book, Dyptique is creating a contemporary art exhibition for its 60th anniversary. A fitting tribute to its origins, which were marked by travel and curiosity. And a judicious choice of brand content.
After Chanel n°5, which for its centenary set up ephemeral boutiques in several capitals, affixing its graphic codes to ordinary objects, after Bic, which for the 70th anniversary of its Cristal pen created a leather sheath in partnership with Pinel & Pinel, the house of Dyptique is becoming a patron of the arts on the occasion of its 60th anniversary by organizing a contemporary art exhibition.
From September 10 to October 24, 2021, the Parisian House will take over the Poste du Louvre in Paris with five artists invited to create a work inspired by its iconic destinations. Founded in 1961 on Boulevard Saint-Germain in Paris (at 34), the brand has always celebrated the arts and travel.
Creation of unique works
For the occasion, Zoë Paul went to Miliès in Greece to make a curtain of clay beads featuring a hand, symbol of the healing centaur Chiron. Rabih Kayrouz imagined archaeological remains found in Byblos, Lebanon, fossil of a poppy, fragment of a crown, temple steps, sealed in a cedar box. The world tour of scents does not stop there: the Japanese architect and photographer Hiroshi Sugimoto has designed a glass bottle containing a citrus scent, in reference to a protected place in Kyoto and Joël Andrianomearisoa has created a poem and drawings in homage to the Paris of booksellers.
Finally, Johan Creten has designed a blue-green candle like the Venetian lagoon, which, as it burns, reveals a bronze statuette. Each limited edition work has its own scented double composed for the occasion, under the title “Le Grand Tour”, echoing the journeys made by cultivated Europeans in the 18th century.
A contemporary art exhibition for the 60th anniversary of Dyptique
As for the exhibition “Voyages immobiles”, it will be accompanied by other contemporary works chosen by the curator Jérôme Sans.
Beyond a celebration and a moment of communion with art and culture (at a time when travel is prevented by the pandemic), Dyptique has built a remarkable branded content that is sure to strengthen the bond with its customers and privilege a unique experience with those who are no longer looking to just “own something” but who are looking for a real innovative experience.