LVMH Olympiad: OR NORME, the free, gilded photo exhibition at Maison Guerlain in Paris

The House of Guerlain adorns itself in gold with the free photo exhibition "OR NORME", celebrating the intimate link between the perfumer and this precious metal. From June 6 to September 12, 2024, no fewer than sixteen artists transform 68 Champs-Élysées into a golden temple, exploring gold in all its forms.

As Paris prepares to vibrate to the rhythm of the 2024 Olympic and Paralympic Games, the Maison Guerlain is adorned with a free exhibition dubbed: " OR NORME ". Gold, that inalterable metal and symbol of success, has inspired athletes and artists for ages. Guerlain, whose history has been intimately linked with this precious metal since the creation of its bee bottle in 1853 for Empress Eugenie, today celebrates this timeless relationship.

From June 6 to September 12, 2024, sixteen talented artists transform 68 Champs Elysées into a golden temple. Curated by Jean-Luc Monterosso and Benoît Baume, thephoto exhibition unveils unique works, specially created for the occasion, such as the 24-carat gold and glass print by renowned photographer Isabel Muñoz, or the innovative optical experience of duo Graphset & Amandine Besacier through the prism ofgold. And what better way to seal the link between sporting excellence and Guerlain gold than with a shot ofEnzo Lefort, Olympic champion and passionate photographer, immortalizing his gold medal?

But first it's Yves Klein who opens the ball with his iconic Table d'or, while Martin Parr again plays with codes (with a hint of provocation) through his photos of gold ingots in a Swiss bank. Sophie Zénon and Harald Gottschalk bring a touching environmental reflection to their golden works. Gold leaf becomes a medium for Georges Rousse, who creates fascinating memorial spaces, and for Morvarid K, who applies the Japanese technique of kintsugi to photography, highlighting the imperfection in perfection.

Paul Cupido captures the transience of life with flights of golden birds, while Carolle Bénitah reconstructs family memories from anonymous photos, punctuated with touches of gold. Pierre et Gilles present a flamboyant work inspired by nineteenth-century sculpture, surrounded by a gilded frame in glittering resin. As for Cédric Matet, he captures the multiple identities of the city of Montpellier in the form of a gold lithograph coupled with a photographic print.