Some 70 of large current designers live here

Contemporary art is in fashion. Present everywhere, advertising in the American series from luxury boutiques. But since the advent of pop art in the 1970s, in New York and also in Paris that will urge major collectors and buyers. The wheel of history of art also runs. Number of connected observers, the case is heard. Epicenter of the contemporary art of the 19th century and until the second world war, Paris is asleep. And the Fiac was away, first by the fair Basel, Switzerland, and then by the all-new Frieze Art Fair in London, became a global contemporary art key appointments in just three years. The abandonment of the site in Boulogne-Billancourt by François Pinault, who preferred to install its Museum of art in Venice, was closed for "ringardiser" the French scene. Which the political class is moved. Evidenced by the offensive speech by Prime Minister Dominique de Villepin just a year ago, the last day of the 32nd Fiac, in which he informed willingness to give back to our country's place in this area. A resoluteness which led to the Organization, a little in catastrophe, a large exhibition, The Force of art, with more than 200 artists. Renamed the "Villepin expo", it was held at the Grand Palais last spring attracting 130,000 visitors. Public success: Yes. International success: not.

Light clothes

An energetic reaction was necessary. Also, for its 33rd edition, the Fiac decided to prepare for new clothes. It should say "light dress", to return the collectors around the world, its organizers have sought to capitalize on the aura of Paris, the city of fashion and luxury. As explained by Martin Bethenod, Commissioner-General of the Fiac, "the international art market is extremely competitive." He had to propose an original identity to the Fiac. And the Fiac, Paris, an art of living, fashion, a certain excitation of the Parisian stage, holidays. What makes dream the collector Russian or American, it is the French luxury. He comes here to attend the Crillon hotel of the place de la Concorde, go to the Dior boutique and enjoy the local gastronomy.

The Fiac was therefore left the very ingrate Parc des expositions of the Porte de Versailles to the centre of the capital. At the Grand Palais, installation values confirmed of contemporary art, and in the Court Carrée du Louvre, and 95 modern art galleries which host 75 galleries of young artists and designers. Former delegate to the plastic Arts in the Ministry of Culture and a time editor of Vogue France, Martin Bethenod is also sensitive to the current creation it is familiar with the phenomenon of fashion. Hence the idea to propose a partnership the Colbert Committee and its members, the great names of French luxury. Homes, not only to the classical patronage, are themselves appeal to contemporary creators. Therefore, the General delegate of the Colbert Committee, Elizabeth Ponsolle of doors, played the game. "Now, contemporary artists are directly involved with the large houses of luxury, of Murakami for Vuitton to Christian Gion in Baccarat.". It is good to develop this contemporary image. "The tent of the Court square will host an exhibition of young designers award winners of the competition"The hopes of creating"organized by the Colbert Committee. And, above all, a VIP card will give right to major customers of the Fiac visits private luxury houses workshops (haute couture from Dior, for example) and "olfacto-taste" experiments in great restaurants like the Meurice or the Bristol...

The enthusiasm for contemporary art is a true global phenomenon which is limited to Western countries, affects the new classes wealthy and rich emerging countries. To discover trends and young talents, a tiny wealthy buyers circle is found in New York, but also in Miami at a very popular fair which is held early December. Even in Venice, during the biennial. Will you see to the Fiac Paris His artistic Jennifer Flay Director believes. "The collector like the idea of being with people who share the same passion." It is therefore by day, informal meetings, these contacts will settle. For the collector, the art fair has become a large gathering of people who share the same interest. It has become a place of exchange of information, but seduction and usability.

"Glamorous" program

This new marketing of the Fiac and its "glamour" program in any case allowed him to attract some of the major international galleries. Thus Gallery Massimo Carlo, Milan, or those of the countries of the East. In total, 97 foreign merchants enrolled, but there are still little heavy weight for the American market. They prefer to go to the Frieze Art Fair in London organized a few days earlier.

However, it must be acknowledged that in the design, for example, Paris is imposed at the global level. "Some 70 of large current designers live here." Including the most requested, such as the Australian Marc Newson and Jasper Morrison English. "After having lived in London, both have been seduced by the Parisian life", note Didier Krzentowsky, owner of the specialized Kreo Gallery located in the 13th arrondissement. Similarly, in the plastic creation itself, the French Pierre Huyghe, 43 years, "monte" for some time on the international scene. Its facilities and its films have been noticed. The former representative of the France at the Venice Biennale received the Hugo Boss Prize (award by the Guggenheim Museum in New York to a young artist) and recently was the subject of an exhibition at the Tate Modern in London. It is the first time that the British Museum granted such a space to a young artist come come the other side of the channel. Include Philippe Parreno, co-author of the Zidane a documentary portrait of the 21st century acquired by Moma in New York.

Florence de Botton, head of contemporary art at Christie's, in Paris, confirmed that there is in our capital a new generation of particularly effective galleries. "Professionals as Kamel Mennour, Hervé Lovenbruck or Georges-Philippe et Nathalie Vallois give new credibility and a new dynamism to the French scene." They defend artists such as Adel Abdelssamed, Bruno Peinado, or Gilles Barbier who are purchased and exposed in France but also abroad.

Finally, this renewed interest helps exonerate turning collectors, traditionally very discrete in France, mainly for fear of the tax authorities. Giga-buyers such as François Pinault and Bernard Arnault had a ripple effect. And the opening by the Red Antoine de Galbert of "The House" private collector, a space of exposure in the District of the Bastille in Paris, certainly contributed to the comeback of contemporary art. The task of dedusting of the image of the France on the international scene has barely begun.

FIAC, from 26 to 30 October

Grand-Palais avenue Winston-Churchill, 75008 Paris.

Court Carrée du Louvre, rue de Rivoli, 75001 Paris.