Created in November 2020, the Magent'Art agency specializes in real estate consulting for companies. To hide the scaffolding disfiguring the landscape on buildings under construction, David-Hervé Boutin, director and co-founder of Magent'Art had the idea of connecting artists with property owners and advertisers wishing to adopt a different and singular communication approach. For example, brands can join the artistic support project by choosing a work from the catalog proposed by Magent'Art, for a giant display at a strategic location, during the duration of the work.
And it is the Caisse des Dépôts headquarters, located near the Louvre and the Musée d'Orsay, which has been able to benefit from the first protective tarpaulin covered with a large-format work of art measuring 500 m², under the artistic direction of the agency. Alexandre Lenoir's creation, entitled "The Source", reflects Caisse des Dépôts' commitment to sustainable development and the fight against global warming. The original painting is now on display and accessible to the public in the premises of the Caisse, which acquired it.
The functioning of Magent'Art is part of a virtuous circle model where all the actors are winners:
- the co-owners of the private buildings receive a sum financing a part of the work in addition to the aesthetic scope of the project;
- the selected artists are also paid (by the landowners or the brands) with the advantage of a XXL media and visual exposure through the most frequented places in town;
- brands have the opportunity to stand out with messages that are in line with their values.
« Thanks to this original business model, we provide answers to the problem of financing mandatory renovations and other work on buildings in Paris, France and abroad, while offering brands the opportunity to join an artistic and civic project. We are convinced that the renovation sites that have sometimes polluted the daily landscape of many city dwellers could become vectors of wonder and cultural conversations "David-Hervé Boutin is delighted.
To complete this first action, Magent'Art was carried by the complementary know-how of the company Terres Rouges, from the same group. A previous collaboration had given rise to a similar operation with the Guibor group and the Spanish artist Belin for the covering of a building located on Place de l'Étoile, on a 120 m² canvas.
An innovative idea that has met with success, since Magent'Art is already announcing new displays planned for the start of the 2021 school year in the heart of the capital, as well as a growing interest from various municipalities for this original alternative.
