The visuals, created by Apart for Monnaie de Paris, highlight the multifaceted identity of this innovation place which preserves in one place the factory, the creation, the diffusion while putting them into dialogue.
This is in this perspective that the artists are invited to design their projects, reflecting a century tradition while being resolutely contemporary. The transversality is the characteristic feature of this new approach that the agency Apart agency placed at the heart of their thinking and their work on images.
All these images are both surreal and provocative in the direct line of Maurizio Cattelan’s work with whom the agency Apart agency collaborates in particular for the magazine Toiletpaper. Inspired by the aesthetic of commercial photography and its attractive pop iconography, these images become “living paintings”, a collection of funny, absurd and deviant photographs which break with a certain surrounding normality.
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