“Everything you can imagine is real.” Pablo Picasso. ..
LE JARDIN ....................................................................... 7 VISION AND MISSION ................................................... 30 SIMON ........................................................................... 33 ARTIST PARKS .............................................................. 53 SCULPTURE ARTISTS ................................................... 87 COMMUNICATION PLAN ............................................ 119 INFLUENCERS ............................................................ 145 JACQUEMUS DÉCOR ................................................... 159 TARGET ...................................................................... 189 ANALYSIS ................................................................... 215 BUDGET ...................................................................... 223
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Introduction Le Jardin presents itself as the limit of the contemporary city, an interface area between the city of Marseille and the surrounding countryside, where the Mediterranean sea becomes a connecting element. The project is identified as a set of artistic fragments, different in shapes and unified in details, made by French designer Simon Porte Jacquemus. This system of fragments creates the conditions to emphasize existing situations, activating new relationships between art, nature and human beings. The project proposal expect realization of artworks to put in an existing area, Port-Miou, adding to natural morphology an artistic touch. Those sculptures become in fact a sensitive reading of space and relate to the natural dimension of the earth that furrows. Le Jardin is a park that doesn’t only want to be photographed or visited quickly, but also lived and appreciated for its creativity. Le Jardin wants to be interpreted as a tangible testimony of Simon’s artistic heritage, in his South of France. A park that is a place of emotions that want to approach not only the fashion system, but the general human being, with nature.
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Le Jardin Le Jardin represents a playful and interactive space, and it proposes an approach to the world of Simon and nature. Everything in the park is designed so people can achieve new acquisitions and discover the world of Jacquemus. The project proposal conceives a thematic idea to give further space and a different media to presenting to the world the art of Simon, as well as increasing its brand awareness. Jacquemus is an art brand and since the very beginning, references to the world of art filled its collections, that’s why Le Jardin has reason to exist. Nowadays in the fashion industry no fashion designer has its own garden, with pieces conceived and made by him. Jacquemus will have an unique space in already existing area Calanque de Port-Miou, with contemporary sculptures conceived by Simon. Le Jardin will be a temporary garden with two boutiques that offer unique items. The aim of the project is to bring consumers into a new dimension and made them feel part of the whole brand experience on a superior level.
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The project idea for Le Jardin was born from the awareness that is time to move from the disposable way of communicating fashion. In a moment like the one that we are living, where digital world is so strongly present in our everyday life, and where images are easy to be seen but also easy to be forget, a place like Le Jardin wants to be a witness of contemplation of art. A dynamic perception, proponent of new relationships with the human being. Nowadays marketing has killed the fashion industry over-exploiting it, and originality is sacrificed for constant search of slogans, saturating the market with products made to build a good image, designed to be liked. In this world, Simon Porte Jacquemus brought back the beauty of simplicity: his brand encloses a language made of nostalgia, smiling, simplicity, and a naĂŻve sensuality. Colors of his personal palette are pastels burnt by the sun of Marseille and dissolved by joy of long days at the beach. In this frame, the nature of Le Jardin is corrected and not offended, measured so as to integrate it with the art of Jacquemus, and landscape is thus further defined, not resubmitted.
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«I create stories and clothes for freedom» Simon said, and this is one of the many forces of the brand. He is a storyteller, season after season he tells new stories to his followers who love to be carried away by his poetry. Simon (consciously or not) do what writer and entrepreneur Seth Godin says, that when it comes to sell something, it’s not about persuading people to want something they don’t have, but finding a group and guiding them. From his words we can draw the vision that to circulate an idea, a product or a brand, it is better to focus on very specific groups. We can therefore talk about tribes. A tribe is a group of individuals who possess same values and same interests. People who animate these tribes identify themselves with the values transmitted by the brand and feel an integral part of the production process, and that’s why a project like Le Jardin exists, to allow them to live the Jacquemus’ experience in a deeper and more intimistic way.
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Port-Miou At intersection of land and sea, Port-Miou will be the scenario for Le Jardin. The location will host a space dedicated to the art of Simon, surrounded by nature. It’s not the first time that this area offers space for artistic purposes. In 2018, Port-Miou hosted “Seed”, an installation designed by Japanese architect Ryo Abe. “Seed” was a work between architecture and contemporary art that had been conceived as an invitation to immerse in nature, and was the first “seed” of reflection by the artist. Ryo Abe built his philosophy on a harmony linking the human to the nature.
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Every time I walk, I turn off my brain and fill up with color, joy and enthusiasm in my stomach. If you manage to suspend disbelief, if for a moment you can leave behind negativity, heaviness, desire to complain, try to do the same. Maybe in the meantime the world around you does not change; but at least, in the here and now, for a few seconds, you will have gained a smile.
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To give an intimate vision of Simon’s work, through the creation of a biographical space.
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Make accessible to everyone the entrance in the Jacquemus’ world.
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2016 • Spring-Summer 2017 show “Les Santons de Provence” • Autumn-Winter 2016 show “La Reconstruction”
Simon Porte Jacquemus Born in 1990 in Salon de Provence, France.
2015 • Winner of the LVMH Special Prize • Pre-Fall 2015 presentation “Gris” • Autumn-Winter 2015 show “L’Enfant du soleil” • Resort 2016 presentation “Valérie” • Spring-Summer 2016 show “Le Nez Rouge”
2019 •10-Year anniversary show “Le Coup de Soleil” in Provence-South of France • Launch of Citron at Galeries Lafayette Champs-Élysées • Autumn-Winter 2019 show “La Collectionneuse”
2014 • Autumn-Winter 2014 show “La Femme Enfant” • Launch of La Grande Motte book • Spring-Summer 2015 show “Les Parasols de Marseille”
2018 • Spring-Summer 2019 show “La Riviera” at Ambassade d’Italie en France • Spring-Summer 2019 menswear show “Le Gadjo” in Marseille • Launch of “La Bomba” film by Gordon von Steiner • Autumn-Winter 2018 show “Le Souk” at Petit Palais • Announcement of l’Homme JACQUEMUS
2013 • Autumn-Winter 2013 show “La Piscine” • Spring-Summer 2014 show “La Grande Motte” 2012 • Autumn-Winter 2012 show “Le Sport 90” • First show Spring-Summer 2013 “La Maison”, during Paris Fashion Week
2017 • Spring-Summer 2018 show “La Bomba” at Musée Picasso • Nominated as a jury member of Vogue’s Forces of Fashion • Exhibitions “Maisons” and “Archive ” at the MAC of Marseille and “Images” at the MuCEM • Launch of Marseille je t’aime book at the Cité Radieuse • “Les Santons de Provence” collection is presented a second time at the MuCEM of Marseille during “Marseille je t’aime” festival, with the support of OpenMyMed. • Autumn-Winter 2017 show “L’Amour d’un Gitan”
2011 • Autumn-Winter 2011 presentation “L’Usine” • Spring-Summer 2012 presentation “Le Chenil” 2009 • Creation of the brand JACQUEMUS • Autumn-Winter 2010 presentation “L’Hiver Froid” • Spring-Summer 2011 presentation “Les Filles en Blanc” 35
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From the beginning of Jacquemus, world of art always been an inspiration’s source for Simon. Link between art and fashion is indissociable for the French designer.
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HANS JEAN ARP
JOAN MIRÓ
HENRI MATISSE
PABLO PICASSO
KAZIMIR MALEVIČ
ANDRÉ VERDET
MAN RAY
VINCENT VAN GOGH
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Through history, many artists put their creativity in the building of magical spaces. In these areas, art and nature live together creating new interesting scenarios, ready to be discovered. In the following pages a list of notable gardens conceived by artists all around the world.
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Tarot Garden Tarot Garden (Giardino dei Tarocchi) is a sculpture garden based on the esoteric tarot, created by the French artist Niki de Saint Phalle (1930–2002) in Pescia Fiorentina, Tuscany, Italy. The park was opened to the public in 1998. Niki de Saint Phalle, inspired by Antoni Gaudí’s Parc Güell in Barcelona, and from Parco dei Mostri in Bomarzo (as well as Palais Idéal by Ferdinand Cheval, and Watts Towers by Simon Rodia), decided to make something similar in design for her monumental sculpture park based on the Tarot. In 1979, she acquired some land on top of an Etruscan ruin in Garavicchio, Tuscany, about 100 km north-west of Rome along the coast. There she built the Giardino dei Tarocchi, containing twenty-two monumental figures representing her idea of the greater Mysteries of the tarot, constructed of reinforced concrete and covered with mirrors and ceramic mosaic. The figures can be walked through; the artist lived inside the sphinx-like Empress for several months during the construction of the garden.
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Park Güell Park Güell is a public park system composed of gardens and architectonic elements located on Carmel Hill, in Barcelona. With urbanization in mind, Eusebi Güell assigned the design of the park to Antoni Gaudí, a renowned architect and the face of Catalan modernism. The park was built from 1900 to 1914 and was officially opened as a public park in 1926. In 1984, UNESCO declared the park a World Heritage Site under “Works of Antoni Gaudí”. Park Güell is the reflection of Gaudí’s artistic plenitude, which belongs to his naturalist phase (first decade of the 20th century). During this period, the architect perfected his personal style through inspiration from organic shapes. In the design of Park Güell, Gaudí unleashed all his architectonic genius and put to practice much of his innovative structural solutions that would become the symbol of his organic style and that would culminate in the creation of the Sagrada Familia. Güell and Gaudí conceived this park, situated within a natural park.
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Sacred Grove Sacred Grove (Sacro Bosco), colloquially called Park of the Monsters, is a Manieristic monumental complex located in Bomarzo, in the province of Viterbo, Italy. The garden was created during the 16th century. Situated in a wooded valley bottom beneath the castle of Orsini, it is populated by grotesque sculptures and small buildings located among the natural vegetation. The park’s name stems from the many larger-than-life sculptures, some sculpted in the bedrock, which populate this predominantly barren landscape. It is the work of Pier Francesco Orsini, called Vicino, a 16th-century condottiero, and patron of the arts. During the 19th century, and deep into the 20th, the garden became overgrown and neglected, but after the Spanish painter Salvador Dalà made a short movie about the park, and completed a painting actually based on the park in the 1950s. Today the garden, which remains private property, is a major tourist attraction.
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Palais Idéal du facteur Cheval Palais Idéal du facteur Cheval is a building located in the village of Hauterives, in Drôme. Built at the end of the nineteenth century by a French postman named Ferdinand Cheval, it represents a particular example of naïve architecture that attracted the curiosity of famous artists such as André Breton, Max Ernst and Pablo Picasso. Since 1969 it’s considered historique monument and is a tourist destination open all the year. One time Ferdinand Cheval stumbled into a stone with a particular and articulated shape. Returning to the place where he found it, he discovered that the ground preserved many others of similar shapes, the particular natural morphology of these boulders have intrigued him to the point of systematically collecting them, forming a vast collection that later on led to build, his “imaginary palace”. Without having any notions of architecture and building materials, Ferdinand Cheval spent many hours of his free time realizing his dream.
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Garden of Daniel Spoerri Daniel Spoerri’s garden is an artistic park located in the municipality of Seggiano, Italy. The park was designed by artist Daniel Spoerri that create the project of a park-museum of sculptures and installations. The path, within the 16 hectares of park, unfolds between wide grassy spaces and small woods with an apparently casual course; contemporary works of art are arranged in a scattered order, integrating and camouflaging in the landscape. In addition to the sculptural path, there is also a botanical path in which many plants are distinguished by a card that underlines their species and curiosities. Furthermore, for every artist in the park there is an olive tree typical of the area and known as “olivastra seggianese”.
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During the process of creation for Le Jardin, Simon will collaborate exclusively with French craftsmen for the creation of sculptures. He will bring his vision to local artists for became reality, in an artistic journey made of creativity and exchange. In the following pages an inspiration list of contemporary sculptors from around the world.
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Richard Serra As one of the most celebrated American artists, Richard Serra is best known for his large-scale minimalist sculptures. Mostly working with steel, Serra has been making works that are both minimalist and monumental. These site-specific structures are colossal, strangely balanced and self-supporting pieces that reflect the nature of the material. In the very essence of his practice is the exploration of the man’s relationship with the surrounding world, radically seeking to discover the essence and purpose of space.
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Damiรกn Ortega The Mexican sculptor Damiรกn Ortega explores specific economic, aesthetic and cultural situations through his work. With intellectual rigor and sense of playfulness, his pieces explore how regional culture affects commodity consumption. His sculptures are made of the wide range of mundane objects that are explored through their complex social and political implications. His works are punning commentaries on politics, consumer culture and the process of perception that underlie material culture. For him, the meaning is something that is produced through various relationships and interactions.
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Kate MccGwire Specializing in the medium of feathers, the British sculptor Kate MccGwire explores the play of opposites at an aesthetic, intellectual and visceral level. Appealing to our essential duality as human beings, she works with materials capable of embodying a dichotomous way of seeing, feeling and thinking. She uses pigeon feathers as a waste product of “the rats with wings�, elevating them to the status of art. Having something disquieting and a consistent otherness, her pieces are positioned beyond our experience of everyday reality.
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Antony Gormley Fascinated by the human body, the British artist Antony Gormley explores the intricate relationship of our physicality within the confines of space and time. Creating anthropomorphic figures that convey emotions and stories based on their body language, he invites the audience to rethink the relationship with their own body. He has developed a critical engagement with his own body and those of others in a way that confronts fundamental questions of where human beings stand in relation to nature and cosmos.
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Richard Deacon One of the major British sculptors, Richard Deacon is widely known for his large, lyrical open forms. Creating voluptuous abstract forms, he has been moving between different materials such as laminated wood, stainless steel, corrugated iron, polycarbonate, marble, clay, vinyl, foam, and leather. As the artists explained in 2005, “Changing materials from one work to the next is a way of beginning again each time and thus of finishing what had gone before�. He describes himself as a fabricator, denoting to making something up, of fiction rather than truth.
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Tony Cragg One of the world’s foremost sculptors, Tony Cragg has been constantly pushing to find new relations between people and the material world. He uses a variety of materials to conceive a variety of ideas and forms. He rose to prominence with his stacked works that blur the line between manmade and natural landscapes. Understanding form and meaning as interdependent, he perceives the sculpture as a study of how material and material forms affect and form our ideas and emotions.
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Tara Donovan Tara Donovan is an American artist best known for site-specific installations and sculptures that utilize everyday materials whose form is in keeping with generative art and resemble organic or molecular structures. Working with objects such as Styrofoam cups, paper plates, and No. 2 pencils, Donovan cites the unique material properties of the chosen material as the driving force behind her sculptural compositions. Known for her commitment to the process, she has earned acclaim for her ability to discover the inherent physical characteristics of an object and transform it into art.
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Roman Langlois Romain Langlois creates intriguing sculptures that question the viewer’s perception. Finding his inspiration in the world around us, he mostly works with bronze, starting with expressive and anatomical modeling of the subject. He chooses the bronze for its perenniality and the vibrational quality, as well as its ability to lock and reveal placed emotions. As his stretched sculptures visually pull apart the natural objects that surround us, he aims to dissect these natural elements with the bronze that represents the inner energy harnesses by his chosen materials.
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Letha Wilson Letha Wilson’s objects exist somewhere between photography and sculpture, image and form. Recently on view in her excellent solo exhibition at New York’s GRIMM was Steel I-Beam Wall Push (2018), a giant digital photograph of a vividly colored sky that crumples and puckers slightly around a steel beam inserted into the center of the image. As with much of her work, it plays with the materiality of a photograph. Wilson is interested in the subtle shifts in one’s perception of space, and the “limitless freedom” of sculpture—how it “cannot be defined by material or process,” as she says. At her current exhibition at the deCordova Sculpture Park and Museum in Massachusetts, she has installed objects that instill both nature and artifice into the park’s outdoor setting so that they quietly reconfigure the surrounding greenery into flattened, intersecting, abstract shapes.
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Juliana Cerqueira Leite “Creating new forms is a mission for me,” said Juliana Cerqueira Leite, “a way of not reasserting the world as it is, but of positing a transformation.” Leite’s sculptures testify to one’s ability to transmute the world around them. Her work is often the result of casting her own body parts in clay or plaster—materials she is drawn to for their timelessness— and sometimes feature striated colors in shades of citrus, or finger marks that recall the work of David Altmejd. Leite, who will open a solo show at New York’s Arsenal Contemporary in September, is interested in the parameters of the body and the space that it creates. Her sculpture Climb (2012), a gloopy white totem currently installed in a public square near London’s financial district, is made of gypsum, steel, and foam; the artist created it by physically tunnelling through a wooden column filled with wet clay, then casting the negative space left by her body.
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Sarah Peters It’s easy to see why Sarah Peters feels an affinity for “the oddballs of figurative sculpture”—artists like Robert Arneson, Marisol, William Rush, and Elie Nadelman—as well as the ancient Greeks, Egyptians, and Sumerians. Her bronze heads, with their accentuated locks, towering beards, and sunken eye sockets, feel both idiosyncratic and curiously timeless—suspended somewhere between classical sculpture, Fritz Lang’s 1927 science-fiction epic Metropolis, and a dream full of Surrealist monuments.beards, and sunken eye sockets, feel both idiosyncratic and curiously timeless—suspended somewhere between classical sculpture, Fritz Lang’s 1927 science-fiction epic Metropolis, and a dream full of Surrealist monuments.
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Mariana Castillo Deball Mariana Castillo Deball’s objects and installations are the result of research into ethnography, archeology, literature, and museology, among other disciplines. Her work often revolves around the power structures locked into the culture of how we display artworks, and the problems and challenges of communicating historical narratives through artifacts. Past works have included totems, created as part of a collaboration with a workshop in Oaxaca, which combined archeological references with everyday motifs (ears of corn, dogs), and grappled with the question of how to represent a community’s past and present.
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Nnenna Okore For Nnenna Okore, working in three dimensions is liberating, allowing her to immerse herself “in the well of sensory experiences,” she said. Okore engages in a “slow, arduous” process of weaving, dyeing, winding, and teasing materials like burlap, wire, and paper—sometimes sourced from West Africa—to create dramatic textile installations that resemble the undulating fabric forms of artist El Anatsui, who was once Okore’s teacher. Her sculptures often reflect on the wildlife and craft culture she encountered in Nigeria, where she grew up observing the natural world and watching people engaged in repetitive manual labor, like making brooms by hand.
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Ursula von Rydingsvard The artist is fascinated instead with the expressive possibility of materials. She has spent her life pushing the limits of wood, primarily, but also using wood to cast bronze and resin—and experimenting with paper, lead, animal intestines, and other materials both hard and soft. She is the recipient of a lifetime achievement award from the International Sculpture Center; contemporary artists from Ann Hamilton to Sarah Sze all consider her to have had a profound influence on their own work.
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Fashion Show Le Jardin is the surrealistic scenario for the official presentation of the homonymous Jacquemus’ Spring Summer collection for 2021, giving to the park a huge popularity and letting people that will discover it, the opportunity of living they’re own Jacquemus’ dream. Earlier this year Simon confided to Hypebeast, that wanted to return to the earthy Jacquemus. “I am going to end this Mediterranean phase, for men’s and women’s collection”, swapping the casualness of the seaside for something raw, earthy, French. That’s why the choose of the location could sound strange, but since Le Jardin will born in the summer and since Marseille is one of the top ten most visited cities in France, this choice is more based on logistic reasons than artistic ones. Differences between the collection and the location could instead open new unexpected scenarios.
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Boutiques Le Jardin will have two boutiques, one in PortMiou close to the park, and another one in Marseille, more easily accessible. The boutiques will sell three exclusive different collections: Le Jardin Objets, Le Jardin Collection and Jacquemus DĂŠcor. The three collections will be sold just in these two places, to make the customer experience even more unique.
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The collections Le Jardin Objets consist in a line of daily products with a range of price from 30€ to 200€, and it will be sell for the whole duration of the project in both boutique, from June to November. From July until September, soon after the fashion show in Port-Miou, selected pieces from the collection will be sell in the boutiques and for a few of weeks at Galeries Lafayette Champs-Elysees, marking the first see now buy now strategy of the brand. The range of price of the collection will be between 200€ and 1000€. September will be the launch month of Jacquemus Décor, the exclusively teaser collection that will be later sell worldwide the year after: the collection will includes pieces of interior design, furnishing accessories and decorative objects, with a range of price included between 80€ - 1’000€.
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Le Jardin installation at Galeries Lafayette Champs-ElysĂŠes 128
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IGTV Instagram is the principal virtual storyteller for the journey inside Le Jardin. Daily updated, the official Instagram account for the park will reveal everyday each piece of Le Jardin, stories, curiosities, and inspirations about Simon and his works through fashion and art. According to Instagram, nowadays people watch less TV and more digital videos. By 2021, mobile videos will represent 78% of total mobile data traffic, and younger audiences pass more time visualizing these kind of contents than others. With longer videos on Instagram, Jacquemus can get even closer to his audience and make new people discover the brand. That’s why considering these datas, an IGTV series will be launch, to show the making of the park, with interviews and images of Simon and his team in the realization of Le Jardin and its collections.
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Airbnb Airbnb, the online platform for house sharing, will be the main sponsor of the project. Founded in late 2007, in more than ten years Airbnb became an affirmated reality for the sector, and today is a highly successful brand with a company valuation at $30 billion. Born as a small startup, over the years Airbnb achieved records after records. From simple houses rent, the site now offers also the possibility to his costumers, of discover exclusive experiences all over the world, with concerts, explorations and exclusive travels. Its latest project is a special collaboration with the most famous museum of the world, the Louvre: for celebrate the 30 years of Ieoh Ming Pei’s Pyramid, Airbnb gave to a winner and another person chosen by him, the chance to sleep under the Pyramid for one night, and the possibility to discover the museum like never before, through various exclusive visits and intimate concerts. Jacquemus will be the first luxury fashion brand to have an experience partnership with Airbnb, addressing it as a successful idea for many brands to come and transforming the French label in a pioneer in the fashion industry. Airbnb will organize exclusive experiences to enjoy Le Jardin, besides dedicating space to it on their website. With more than 50 millions of people using the platform every year, this partnership will allow to Jacquemus to gain visibility worldwide, as well as to contribute to affirm Simon’s guy-next-door brand value’s status. Airbnb will offer three exclusive experiences: Guided tour of Le Jardin, Discover artisans of Provence and Tour of Calanque de Port-Miou. Why Airbnb should collaborate with Jacquemus? This partnership would make Airbnb creative and open minded at the eyes of his customers, and as well as making it up to date on the last trends. The creation of an inclusive platform for all hosts and guests, is the main goal of the community of Airbnb. «At the heart of our mission is the idea that people are fundamentally good and every community is a place where you can belong.» said CEO and Co-founder of Airbnb, Brian Chesky, same mission as Le Jardin, where for a short time the entrance in the Jacquemus’ world would be accessible and inclusive to everyone.
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Airbnb on International press
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Le Jardin on Airbnb official website
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Calendar 2020/2021 JUN
JUL
AUG
Opening of Le Jardin with fashion show in the park
ELLE Décoration Cover
“Working on Le Jardin” Video series on IGTV
Launch of Le Jardin campaign on Airbnb’s social networks
“Working on Le Jardin” Video series on IGTV
Launch of Le Jardin Instagram account
two par months
two par months
Trip to Le Jardin for influencers
Launch of Airbnb Experiences
Special Architectural Digest
Trip to Le Jardin for influencers
Posters in Marseille and Paris
DEC
JAN
FEB
Preview of Jacquemus Décor at Maison&Objet
Launch of Jacquemus Décor
Temporary store for Jacquemus Décor during PFW
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SEP
OCT
NOV
Le Jardin at Galeries Lafayette Champs-Elysées
“Working on Le Jardin” Video series on IGTV
Documentary by Loïc Prigent
Shooting in the park compares on Vogue Paris
two par months
“Working on Le Jardin” Video series on IGTV
Trip to Le Jardin for influencers
two par months
“Working on Le Jardin” Video series on IGTV two par months
Trip to Le Jardin for influencers
MAR
APR
MAY
A Magazine curated by Simon Porte Jacquemus
Jacquemus Décor at Salone del Mobile of Milan
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Examples of Le Jardin in the press
Architectural Digest special Le Jardin
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Elle DĂŠcoration special Le Jardin
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A MAGAZINE curated by Simon Porte Jacquemus
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Famous Instagram personalities that operates in the world of art and design, will be invited to Le Jardin. Elena, Gary, PieterJan, Sarah, Pari, Antwaun, Antoni, Yusaku and Benny will be guests of Le Jardin intermittently, to give to the project a global 360 degree exposure.
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Elena Soboleva Soboleva’s Instagram bio reads “Raised on the internet,” so it came as no surprise when the veteran Artsy specialist was tapped by mega-gallery David Zwirner to be its first-ever online sales director. Her Instagram feed is a visual romp through the farthest reaches of art events, ranging from Sterling Ruby at Xavier Hufkens to Dan Flavin at Dia Bridgehampton to Burning Man.
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Gary Yeh DC-native Gary Yeh is the founder of ArtDrunk and he makes a point to attend as many art shows as possible, from the Lower East Side galleries to Museum Mile. The new media company started in 2015, and has since built up more than 50,000 followers on Instagram. Building on its social media prowess, ArtDrunk is building an editorial platform as well, so stay tuned.
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PieterJan Mattan Living in New York City by way of Belgium, creative director PieterJan Mattan has the job that many dream of but few achieve. Mattan is all about shaping a brand’s identity – from its visual execution, consulting on design interiors, ensuring its commercial capabilities are aligned with progressive technology and so much more. Mattan’s job is to make a brand… stand out. And that he does. His aesthetic is about grabbing your attention through the use of typography and bold colours – something that infiltrates his living setting as well.
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Sarah Andelman Sarah Andelman is the proprietor of the erstwhile storefront Colette, the concept store that brought collaborations between art and fashion brands to the mainstream. Since shuttering Colette, Andelman continues to be a beacon of creativity online, posting as often from art galleries as from retail showrooms around the world, including Urs Fischer’s robotic office chairs at Gagosian, followed by an insider’s view from London Fashion Week.
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Pari Dust Pari Dust is not your average personal style blog. Created in 2013 by former architect and interior designer Pari Ehsan, the site (and its wildly popular Instagram feed) mixes pieces from Ehsan’s favorite runway collections and art shows around the globe. On planet Pari Dust, a structured Tod’s leather blouse meets Bosco Sodi at Pioneer Works, a feminine Zac Posen frock pops against Richard Meier’s minimal Getty Center, and an ethereal floor-length gown by The Row looks right at home among Tara Donovan’s clouds at Pace Gallery. Before jetting off to Art Basel Miami Beach where a full social calendar awaits her, the art and fashion lover shares a few of her favorite things for the festival and beyond. 154
Antwaun Sargent Antwaun Sargent is writer and critic living and working in New York City. His writing has appeared in The New York Times, The New Yorker, The Nation, W, Vice and various other publications. He has recently contributed essays and interviews to museum and gallery publications for artists Ed Clark, Mickalene Thomas, Arthur Jafa and Yinka Shonibare. Sargent has lectured and been in conversation with artists at Studio Museum in Harlem, Brooklyn Museum, Museum of Contemporary Art, Denver, Art Gallery of Toronto and various other institutions. His first book “The New Black Vanguard: Photography between Art and Fashion� is out this fall from Aperture. 155
Antoni Porowski Antoni Porowski is the only influencer in this list which has nothing to do with art and design, but his popularity is undeniable and it would be a huge mistake to not inviting him to Le Jardin. As Netflix’s Queer Eye food and wine connoisseur, Antoni brings with him a lifelong passion for food and its power to bring people together. His underlying culinary philosophy is: food should tell a story and the heart and the stomach are interconnected.
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Yusaku Maezawa In 2017, Japanese billionaire Yusaku Maezawa thrilled the art world when he won an 11-minute bidding war for a Jean-Michel Basquiat painting, nabbing the 1982 work for a cool $110.5 million. He then shared the news with his international legions of Instagram followers. Since then, Maezawa has continued to share art- and business-related news on the platform. He announced also his plans to travel to the moon as part of the first civilian-led lunar expedition in partnership with Elon Musk’s SpaceX, planned for 2023.
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Benny Or Benny Or is a New York transplant by way of Hong Kong and Canada, who trained as an architect before launching himself into the hybridized field of environmental design, merging art and architecture. He’s designed the set for Lil’ Wayne’s music tour, and done art directing for the Ringling Brothers’ Circus. Best of all, his feed regularly features art expeditions at museums and galleries, plus cameos from artists themselves, including Daniel Arsham and Takashi Murakami.
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This special capsule will be the mark of the brand’s entry into the design sector. The pieces presented in the boutiques of Le Jardin, will be a teaser for the main Jacquemus DÊcor line that will be presented during Paris Fashion Week the year after, before being sold worldwide.
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Zelda Zelda is 56 years old. She is passionate. Passionate about life: she’s a lively and sparkling lady that loves beauty, and she’s always been looking for color. Textile designer, while on holiday in Portofino she met Raphael, a committed lawyer, and decided to devote herself to her family and to the little Clément. Today Clément is a brilliant architect, and Raphael is her ex-husband. Now Zelda lives in a bright apartment in the Marais, always open to dinners with friends. Clément helps her with Luce, her small brand of jewelry made with 3D printer. She has a lot of free time, which she dedicates to research and exploration: curious as a child looks for small treasures in her beloved Paris, which amazes her every day. Art exhibitions, craft markets, vernissages, bookshops, jewelry and self-care. Zelda cuddles, takes care of her body and nourishes her brain with culture, novelty and enthusiasm. In search of surprise, joy and color.
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Julia Julia is 23, she’s a curious Interior Design student at Istituto Europeo di Design in Milan. Julia is colorful, cheerful and an explorer. For the summer, she decided to visit Marseille and her Erasmus-friend Romain. She has never seen anything like it: she felt in love instantly with the city, at every corner you will find inspiration and references for your next exam. Very different from Milan, more glossy and imposed. A girl met on the beach suggested her to go to Le Jardin, the new park by French designer Simon Porte Jacquemus: innovation, research and experimentation. Julia takes a car. Port-Miou is not so far from Marseille, but certainly different. Julia is surprised by the beauty of the fusion between art and nature, in this lively and incontaminated place.
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Marie Marie studied Literature in Lyon, then felt the need to leave to follow her true passion: fashion. She attended a master’s degree at Central Saint Martins in Fashion Styling, and after this she started working as a stylist for music videos of young indie artists. Her latest collaboration was for the Berlin-based band Thieves Like Us. After four years spent in London, Marie decided to return in France to help and to immerse herself in the project of two friends: TheCall, a brand of hats in which the trio has been working for months. Marie uses Instagram as a fashion blog where she shows off her risky and colorful outfits. She likes Paris, but feels the lack of the atmosphere of ferment that she breathed in the British capital, so whenever she can she leaves it. Marie is fan of Jacquemus since La Piscine, so of course her next destination will be Le Jardin, enthusiast of discover it.
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Aron Aron is Polish, but grew up between France and Italy following his model mother. Shy and reserved, he has always sought refuge in a world of studies and introspection. After studying at the Paris College of Arts, he decided to live in Italy to pursue his dream of working in the art world. The first assignments in Rome, then arriving at the Pecci Center in Prato, where he organizes workshops and cultural activities for young people who follow his own subject. Aron is 29 years old, he loves Tuscany, a green and luxuriant region that has taught him the love for nature. Aron believes in a future of beauty and eco-sustainability. His house is a small botanical garden, a wonderland that welcomes him and keeps him company. He was recently chosen by Italian journalistic headline for contemporary art and culture, Artribune, to write small articles on cultural investigations. Brief: Le Jardin - The new adventure of Simon Porte Jacquemus.
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Kapferer’s Brand Identity Prism
PHISIQUE Colorful Elegant 80’s Sun Clearness
RELATIONSHIP J’aime la vie Young spirit Exclusivity Connection Freedom
REFLECTION Naïve sensuality Creative Audacity Poetic Elegant
PERSONALITY Creativity Storytelling Childhood Sincerity Passion
CULTURE Méridionale Marseille La Provence Cubism Cinéma
SELF-IMAGE Femme enfant Youthful Joie de vivre Sensuality Solarity
STRENGHTS First fashion designer to have his own parc with works made by him Port-Miou is an attraction itself Art, design and fashion Green attention People not into fashion would discover Jacquemus Close to Marseille (top ten of the most visited city of France) Instagrammable
WEAKNESSES Far away from Paris Le Jardin is not just a show: visitors have to buy
OPPORTUNITIES Jacquemus’ popularity and brand awareness will grow Le Jardin would opens new scenarios outside fashion for the brand Future collaborations from other cities Boutique with exclusive Jacquemus pieces Emerging markets are hotspots for Jacquemus: sponsored digital contents on these ares are a must-do-it investment
THREATS Brands more established on the market can do projects similar to Le Jardin with more budget Bad weather it’s a big threat since Le Jardin is outside
PORTER'S FIVE FORCES
COMPETITIVE RIVALRY (MODERATE) The level of rivalry in the luxury sector is moderately strong, as there are many companies offering similar products. With strong marketing strategies and exclusive products, companies established in the sector have gained a popular image and they've conquered a large target of customer. Side projects as Le Jardin are common for fashion brands, but usually are more close to the gastronomy world with restaurants (Gucci Garden), and with hotel (Versace, Armani). Art ones are less common.
THREAT OF NEW ENTRY (MODERATE) The threat of potential brands entering this sector is moderate. For other brands is not difficult to get in touch with contemporary artists to produce their own pieces (especially for the established ones), but Jacquemus has a strong and well-defined brand identity, and at the moment is the only brand with a storytelling that can be traced back to a particular place: the south of France. Reason why if other brands develop a similar idea (in other cities for example) it would still be different.
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BUYER POWER (WEAK - MODERATE) Amount of customers in the luxury sector is high, but the monetary costs of passage are low, in fact for a customer costs nothing to go from a brand to another. However, storytelling and brand identity are fundamental for a brand, as customers are strongly linked to those values. And now the exclusivity of the product itself take importance: if a brand offers a unique and exclusive product (the location, in the case of Le Jardin), the consumer will most likely purchase this one, preferring it to others.
SUPPLIER POWER (WEAK) There's a wide variety of suppliers that offer raw materials, such as wood and metal, for this important reason their bargaining power is weak. Usually supplier companies have reduced dimensions and reduced financial resources. Jacquemus with the project Le Jardin can easily pass from one supplier to another, but if a supplier loses a client company, it could be a big problem for him. Leading companies on the market - which in any case usually stipulate long-term contracts with them to obtain strategic and cost advantages - come to establish the rules of the game and the suppliers are required to follow them.
THREAT OF SUBSTITUTION (MODERATE) The threat of substitute products is moderate: at the moment Jacquemus has a strong identity and wanted by many people, so the threat is weak at the moment, but in a few years things could change and customers can move to other brands. That's why this is the right moment for doing it. 223
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2,5 MIL
500 K
500 K
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Budget Installations (15-18 K for installations) 300-360 K Surface (3 hectare) 40 K Contributions to the Municipality 1,5 MIL Boutique 500 K Business taxes 12 K Maintenance 80 K Communication 80 K Collections budget 1 MIL
3’572 MIL
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Return on investment from the collections (end of 2021) LE JARDIN OBJETS ROI PAR MONTH boutique.................................... 10’000€ - 15’000€ ROI 6 MONTHS boutique........................................ 60’000€ - 90’000€
LE JARDIN COLLECTION (SS 2021) ROI PAR MONTH boutique.................................. 90’000€ - 200’000€ ROI 3 MONTHS boutique.................................... 270’000€ - 600’000€ ROI FOR THE YEAR 2021 worldwide...................... 14MIL € - 15MIL€
JACQUEMUS DÉCOR ROI PAR MONTH boutique..................................... 15’000€ - 20’000€ ROI 3 MONTHS boutique........................................ 30’000€ - 60’000€ ROI FOR THE YEAR 2021 worldwide........................... 4MIL € - 5MIL€
18’360MIL€ - 20’750MIL€
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50€ million
(expected)
35€ million
(expected)
23-25€ million
(expected)
11,5€ million 7,5€ million
2017
2018
2019
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2020
2021
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Mattia Dagani Rio 2019