Mazarine celebrates its 30th anniversary in 2023
For 30 years, Mazarine has been showcasing the very best of the luxury industry. Founded by Paul-Emmanuel Reiffers in the 1990s, the advertising agency, which has been independent since its creation, has established itself as a French and international benchmark for entertainment, visual, and digital content, designing tailor-made experiences for the finest luxury brands and cultural institutions. Today, many fashion houses, such as Chanel, Cartier, or Louis Vuitton trust its expertise.
To celebrate this 30th anniversary, the Paris-based agency has come up with a magical evening on Thursday 7 of December, entitled “30 Years of Dreaming Tomorrow”. A celebration of Mazarine, which also brings together La Mode en Images and Numéro Magazine, the muse who embodies the agency, its aspirations and values at the crossroads between fiction and avatar from the metaverse, inviting friends and family to (re)discover its home and its universe. Born in the 1990s in Saint-Germain, Mazarine is embodied here by a woman drawing her inspiration from the Left Bank, who eventually moved to the Right Bank, a polyglot who lives between Paris, New York, Shanghai, and Dubai.
Contemporary art at the core of an exceptional evening
Curated by Jérôme Sans, the agency becomes the playground of a circular narrative. A cinematic journey begins outside the building, each stage giving way to new scenarios designed by seven contemporary artists who are friends of the house.
A monumental video by Marco Brambilla was projected onto the main façade. The Italian artist and director, who has just opened The Sphere in Las Vegas, plays with a Hollywood and contemporary pop iconography, while the Brussels-based artist duo mentalKLINIK took over the entire agency, from the façade to the reception areas inside, creating a surprising installation for the stage area.
Curated by Jérôme Sans, seven unique artistic experiments have been designed for the event by artists who are friends of the house - a monumental video by Marco Brambilla, an original setting for the agency by the duo mentalKLINIK, a video depicting the Mazarine Woman by French visual artist Ange Leccia, and paintings by Pol Taburet, winner of the 2022 Reiffers Art Initiatives award, a light installation by Joël Andrianomearisoa, and immersive experiences by Paul Maheke and Aurèce Vettier.
At the heart of Mazarine’s Paris offices, Paul-Emmanuel Reiffers could count on the exceptional presence of eminent guests from the luxury, fashion, and culture spheres.
Performances by Benjamin Millepied, Aime Simone, and Cerrone
In addition to the artworks, guests were treated to the exceptional cuisine of Jean Imbert, the French Michelin-starred chef from the Plaza Athénée, as well as to the poetic choreography by French dancer, choreographer and director Benjamin Millepied, founder of the L.A. Dance Project.
The evening was also an opportunity to enjoy some live experiences. The Franco-Norwegian singer Aime Simone, who unveiled his new album in May 2023, performed in front of an audience in awe of his infectious energy. And as one surprise leads to another, guests were treated to an exclusive showcase by French composer and musician Cerrone, performer of the famous 1977 hit Supernature.
Translation by Emma Naroumbo Armaing.
