The Fondation Louis Vuitton features special art project to raise funds for charity called “recto/verso”

PARIS, 2015-11-16 — /EPR Retail News/ — The Fondation Louis Vuitton is featuring a very special art project to raise funds for charity called “recto/verso” (front/back). The exhibition of contemporary art works, which runs until November 15, will culminate with an auction of the works, which remain anonymous when they go under the hammer. All proceeds will be donated to the Secours Populaire charity. This unique concept in France is supported by the LVMH Group.

More than 200 contemporary artists, both established and emerging, agreed to take part in the recto/verso project, creating a work specially for the event. The only “rules” were that all the works had to be the same format, and could only be signed on the back, making them all equal when they are auctioned anonymously.

Displayed to the public from November 11-15, the works will be sold at a novel type of auction. Collectors bid on a work without knowing the name of the artist, which is concealed on the back of the canvas. They can try to recognize the artist, or simply let their personal taste be their guide. Bidding starts at 150 euros, thus encouraging a larger number of people to take part.

This project is designed to help promote broad access to culture, since proceeds will be donated to the French charity Secours Populaire, which is celebrating its 70th anniversary this year. The funds raised will enable the association to continue its initiatives to facilitate access to art and culture, which plays an essential role in helping improve the lives of disadvantaged people.

The recto/verso project encompasses multiple facets, uniting artists, specialists from the art world, collectors and the public behind the same cause thanks to a shared passion for contemporary art.

SOURCE: LVHM

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© Bernard Nicolau Bergeret for the Fondation Louis Vuitton

© Bernard Nicolau Bergeret for the Fondation Louis Vuitton