America’s most famous architect of the late-20th century (extending as it has into the 21st) is Frank Gehry; after all, stylistic eras rarely coincide exactly with the calendar’s measure of time. Now, one of his most audacious and long-awaited works, the fondation that opened to the public less than three months ago, finds itself in a suddenly turbulent Paris. For nearly two generations now, Gehry’s imprimatur has guaranteed the collective approval of international tastemakers, united by the force of shifting prejudices defined as progressive and thus praiseworthy. Never in history has this category of artistic impact crossed borders with such instantaneous and sustained fixity. The results are creative commodities of shared value capable of transcending politics and even religion and thus bestowing prestige on all those associated with it. These are the brands of immutable excellence that transcend the very products that bear their marque, evoking Jean Cocteau’s aphorism, “ The only thing that never changes is the avant-garde.” Photo © Iwan Baan It is only fitting that today’s brander in chief, Bernard Arnault — whose vast wealth and commercial power is based squarely on amassing companies already associated with products of distinctive refinement — has ...
America’s most famous architect of the late-20th century (extending as it has into the 21st) is Frank Gehry; after all, stylistic eras rarely coincide exactly with the calendar’s measure of time. Now, one of his most audacious and long-awaited works, the fondation that opened to the public less than three months ago, finds itself in a suddenly turbulent Paris. For nearly two generations now, Gehry’s imprimatur has guaranteed the collective approval of international tastemakers, united by the force of shifting prejudices defined as progressive and thus praiseworthy. Never in history has this category of artistic impact crossed borders with such instantaneous and sustained fixity. The results are creative commodities of shared value capable of transcending politics and even religion and thus bestowing prestige on all those associated with it. These are the brands of immutable excellence that transcend the very products that bear their marque, evoking Jean Cocteau’s aphorism, “ The only thing that never changes is the avant-garde.” Photo © Iwan Baan It is only fitting that today’s brander in chief, Bernard Arnault — whose vast wealth and commercial power is based squarely on amassing companies already associated with products of distinctive refinement — has ...