From Monday, October 14 to Friday, December 13, 2024, Le French Design will showcase 'The Factory of Icons' at its gallery located at 120 Avenue Ledru Rollin, Paris. This exhibition delves into the behind-the-scenes of the design market, driven by the fundamental law that governs all cultural industries: the relentless pursuit of the bestseller.
Featuring an unexpected celebrity, rapid growth, and international expansion, about twenty iconic pieces of furniture that have defined (or will define) the reputations of their designers and manufacturers will illuminate the sometimes surprising paths to success.
Photo: Le French Design.
The scenography, conceived by the creative agency Passage, reflects industrial codes through a playful, elegant, and glamorous interpretation that resonates with the uniqueness of each of these icons.
Although based on artisanal or industrial craftsmanship and dependent on a savvy and powerful branding strategy, furniture production is subject to a fundamental rule of the Cultural and Creative Industries. In a field that requires constant investment in creation, funding a steady flow of new products involves inevitable risks in the quest for the holy grail—the bestseller or iconic product.
What makes an icon?
Just as a blockbuster secures revenue for a film producer, a bestseller for a book publisher, or a Chanel 4-pocket jacket does in fashion, a single creation often generates the majority of sales for a designer.
This success, termed 'iconic product' in the context of design, also serves as a hallmark for the publisher. It often arises from a moment of grace, combining disruptive design supported by innovative craftsmanship or technology with a public demand that reflects sociological shifts, societal turning points, and the evolution from the emancipation of the '60s to today's focus on sustainability.
For instance, Ligne Roset's Togo represents a generation seeking a cool attitude, a departure from rigid seating, and a comfortable way to watch TV with family. More than half a century later, it remains the brand's best-selling piece, reportedly accounting for half of its revenue.
The Prado by Cinna may be poised to take over as the next bestseller, thanks to its unique aesthetic born from the technical mastery of its designer and manufacturer.
More recently, Constance Guisset created Vertigo, published by Petite Friture. This sculptural piece catapulted Petite Friture to the forefront of the young publishers category, as defined by the 2016 exhibition "Design Addicts: The New Wave of French Publishing" at Le French Design Galerie. Its crinoline structure is a celebration of rising femininity in design and the decorative arts, while also paying homage to the French Touch, with nods to Marie-Antoinette's dresses and ribbons. It has become a must-have for Instagram-worthy decor.
From La Chance, there's the Borghèse bench by Noé Duchaufour-Lawrance, a botanical allegory that has positioned its publisher at the forefront of French design. Had Bernard Reybier not fortuitously met Pascal Mourgue, Fermob might not have become the world leader in garden furniture. Mourgue's Lune chair crystallized a shift towards design for the company, achieving unexpected success with 20,000 sales—a remarkable figure for a small business at the time.
In a didactic approach similar to that of the "Chromo Sapiens" exhibition (held at Le French Design Galerie until September 13), "The Factory of Icons" dissects the strategic role of each iconic product. Insights are provided through testimonies from French manufacturers and designers who have achieved international acclaim. Familiar names appear alongside lesser-known figures, revealing surprising experiences.
These discussions highlight various aspects of an icon: its commercial success, its representative nature of a technique, a designer's signature style, or its ability to symbolise societal change.
More information:
Le French Design
www.lefrenchdesign.org
