Europalia 2023: Unlocking Georgia's Cultural Treasures

An Interview with Festival’s General Manager Christian Salez

Christian Salez, the newly appointed General Manager of Europalia, brings a wealth of experience and a deep commitment to the promotion of cultural exchange. With a three-decade-long career, including time spent at renowned brands like Apple, his vision aligns seamlessly with Europalia's mission of fostering relevance and impact in the world of arts and culture. This year, Europalia sets its gaze on Georgia, unveiling its rich and relatively unexplored culture to the world. The choice of Georgia as the focus country is a symbol of Europalia's dedication to introducing art and culture as a means to dissolve the fear of the unknown and celebrate the underappreciated.

As the newly appointed General Manager at Europalia with a wealth of experience in working with renowned brands, can you share what this new chapter means to you and how you plan to leverage your experience for the festival's success? 

I am deeply honored and genuinely thrilled to have been selected for this role. Everything I believe in centers around relevance and impact. Throughout my 30-year career, I have been associated with brands that I am convinced were, and still are, relevant. We've always been mindful of not producing products that nobody wants. Particularly during my time within the luxury brands and at Apple, we were extremely sensitive, cautious, and engaged. I firmly believe that our approach has been extremely responsible and relevant. The days of deceptive marketing practices are over. In today's world, honesty and staying true to a product's core values and DNA are of paramount importance. Furthermore, the advent of social media has given the public a platform to voice their opinions immediately, and I wholeheartedly embrace this development. At least when it remains constructive.

We are currently facing immensely challenging and turbulent times worldwide. It has become increasingly difficult for people to understand and listen to each other due to rising polarization and stigmatization. In such circumstances, I believe that one of the most potent and unifying forces is art and culture. It has the unique ability to bring together even the bitterest adversaries. The power of art and culture is truly extraordinary. This is what motivated me to join Europalia, an organization, a team, and a brand that has been promoting cultural exchange for more than six decades. The opportunity to enable people to discover cultures they may not be familiar with and challenge their preconceived ideas was a fantastic challenge, and it remains the primary reason for my involvement.

Speaking of cultural exchange, this year's Europalia festival features Georgia as the focus country. Can you share your initial knowledge of Georgia and its culture before taking on this role? Have there been any discoveries or insights you've gained during your tenure?

My knowledge of Georgia was relatively limited before taking on this role. I had some preconceived ideas about the country, which made the challenge all the more intriguing. Georgia's unique combination of being relatively unknown while carrying some preconceived notions is a potent cocktail, one that I was eager to explore.

As I delved deeper into the content of the exhibitions, particularly the Avant-garde and Encounters, I was genuinely impressed. I realized that Georgia had a significant impact on Western civilization, especially culturally. The Georgian avant-garde scene in the 20s and 30s left an indelible mark on Western Europe. I was also fascinated by the impact of Georgian wine, the profound traditions of supra, and Georgia's remarkable geographical location, sitting at the crossroads of two worlds. Georgia is truly an example of the unknown and unloved. Europalia Georgia seeks to change that by creating perspective, attracting people to discover this remarkable culture and history, and evoking powerful emotions.

Georgia is not a member of the EU, and showcasing its culture during the European festival is indeed significant. How do you believe the EU capital has received Georgian culture during this festival? Additionally, the King and Queen of Belgium inaugurated the exhibition. Could you share any insights or feedback they provided about the exhibition?

The reception of Georgian culture in the EU capital has been largely positive so far. Europalia has a history of promoting cultural exchange, and we have been heartened by the positive response from the public. The support of the King and Queen of Belgium is still instrumental in this regard. The monarchy has consistently backed Europalia and its mission. Something we are extremely gratefull for.

Europalia is a platform for creating perspective and promoting cultural exchange. It's important to provide a broad platform for cultural representation, making it accessible to the wider public, not just experts or enthusiasts. Overcoming preconceived ideas and breaking down barriers is a challenge, but the exhibitions, especially Avant-garde and Encounters, have played a pivotal role in this effort. The program, running until the end of January, boasts a wide array of events, and we're delighted to see many of them are already sold out. Our goal is to make Europalia Georgia a resounding success, reaching not only European citizens but also the people of Georgia.

That's fascinating, and it's clear that Europalia Georgia is making significant strides in promoting cultural exchange. Can you tell us more about what inspired the choice of Georgia as this year's focus country and the goals or themes the festival aimed to highlight through this selection?

The choice of Georgia as the focus country was inspired by several compelling factors. Firstly, Georgia is a country that remains culturally unknown to many, making it an exciting and symbolic choice for Europalia. Our aim is to surprise and attract people to understand and appreciate cultures they may not be familiar with, and guide them through the unknown. Unfamiliarity often leads to fear, and Europalia's role is to alleviate this fear by introducing art and culture as the means to achieve this.

The two main events of Europalia Georgia, namely ‘The Avant-garde in Georgia’ and ‘Georgia : A Story of Encounters’, provide a deeper understanding of Georgian culture and serve as the cornerstones for appreciating various other art forms and aspects of the culture. Europalia's mission is to create perspective, bridge gaps, and promote unity by showcasing the beauty and significance of Georgia to the world.

You mentioned the avant-garde exhibition as one of your focal points. Are there any other specific events or exhibitions you are particularly looking forward to, and what are the reasons behind your excitement for them?

I'm excited about various events and exhibitions, but if I had to single out a few, it would be the avant-garde exhibition, as well as the events related to the club scene, such as Bassiani Ensamble and Georgian National Ballet Sukhishvili. These performances are truly exceptional. However, I hesitate to promote them too much because many are already sold out. Yet, the performing arts, especially in the context of club culture, are phenomenal.

On the contemporary art front, I would highly recommend visiting M HKA in Antwerp, S.M.A.K. in Ghent, and WIELS in Brussels. These exhibitions are open until the end of January, and they offer a unique perspective on contemporary art. They introduce us to artists and names that are bound to make a significant impact on the global contemporary art scene. It's essential to underscore that this isn't about a 'not bad for a Georgian contemporary art' mentality. Georgian contemporary art is fantastic, and it deserves recognition.

Just as we once faced skepticism about Flemish cinema, which evolved from being considered 'not bad for a Flemish movie' to genuinely excellent, Georgian contemporary art also deserves the same acknowledgment. It's exciting to see the evolution and impact of contemporary art from Georgia on the global stage. We should no longer qualify it; it's truly impressive.

It's clear that the festival has brought to light some remarkable discoveries and artistic talents. Your excitement is contagious! Speaking of the avant-garde exhibition, what are the unique aspects or elements that stand out in this exhibition, making it a special part of this year's Europalia Georgia?

The avant-garde exhibition is truly captivating, and there are several aspects that stand out. Firstly, I was enamored with the entire collection of 41 charter about the avant-garde. The impact of this collection was extraordinary. Furthermore, I was astounded by the sections related to stage design, theater decor, opera, costumes, and the overall vision. Some of these pieces left me pondering whether they were ever realized, questioning their existence. When you explore contemporary theater and opera, you'll realize that some of these ideas were already present 90 years ago. It's a testament to the avant-garde's timeless creativity.

Moreover, there was a short film that struck me deeply. This film had a unique combination of critical, ironic, and humorous elements, reminiscent of Harold Loyd or Jacques Tati kind of approach in the context of a century ago. It was a revelation.

What impressed me the most was the captivating context and content of the avant-garde exhibition. It introduced me to elements I had not previously encountered, and it's an exhibition that I believe will deeply resonate with those who visit.

It's evident that Europalia Georgia offers a wealth of unique and fascinating experiences. To conclude, as Europalia continues to evolve and adapt, what are your future aspirations for the festival, and how do you plan to maintain its relevance and impact in an ever-changing cultural landscape?

The role of culture and the arts in bringing people and cultures together is undeniable. Europalia has an essential role to play in promoting cultural exchange, particularly in a world where acceptance and openness are facing challenges.

Our future aspirations for Europalia are twofold. Firstly, we want to find ways to extend the impact of the festival beyond its current three-month duration. Today, three years of preparation culminate in a three-month festival, and then it's over. We want to bridge the gap before and after the festival, ensuring that the impact and relevance of Europalia continue throughout the year. It may involve digital means or other strategies, but we're committed to achieving this objective.

Secondly, we aim to broaden the festival's audience. While Europalia has been successful, we acknowledge that it primarily caters to a specific demographic. To maintain relevance and impact, we want to attract a younger audience, including teenagers, and reach out to communities who might perceive the cultural world as inaccessible. Our goal is to make Europalia an inclusive and popular event, allowing it to reach more people and create a more profound impact.