Reopening FRIDAY 29 JUNE 2018 - New displays at the International Perfume Museum - Musées de Grasse
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PRESS RELEASE
Restructuring the MIP
Reopening
New displays at the
International Perfume Museum
FRIDAY 29 JUNE 2018
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Press release - Reopening - Contents
Contents
I. Editorials page 4 & 5
II. The project page 6
III. New in 2018 page 7
1. Hall: How is perfume made today? page 7
1.1. From plants to perfume page 7
1.2. The farmer/producer page 7
1.3. The technician/chemist page 8
1.4. The perfumer/creator page 9
1.5. The designer page 10
1.6. Production trades page 10
2.
Swallowable Parfum page 11
3.
Gallery page 11
4.
Greenhouse and natural raw materials page 11
5.
Halls of Antiquity to the Middle Ages page 12
5.1. Antiquity page 12
5.2. Fragrant plants for the pharmacopoeia page 13
5.3. From the Orient to the New World page 14
6. Pontevès Hall page 14
IV. Practical information page 15 & 16
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Press release - Reopening - Contents
General Commissioner: Olivier Quiquempois, Director of the Museums of Grasse, Heritage Curator
Scientific Commissioner:
Grégory Couderc, Heritage Curators Attaché, Scientific Director, International Perfume Museum
Scientific Committee:
Nathalie Derra, Exhibitions and Sponsorship Manager, International Perfume Museum
Cindy Levinspuhl, Exhibitions and Museographic Projects Manager, International Perfume Museum
Chloé Fargier, Reference Librarian, International Perfume Museum
Christine Saillard, Visitors Department Manager
Press Relations:
Muriel Courché
Communications Director
Tel.: +33 (0)4 97 05 22 03 – Mob.: +33 (0)6 68 93 02 42
mcourche@paysdegrasse.fr
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Press release - Reopening - Restructurating of the MIP
I. - Editorial by Jérôme Viaud
Reopening the International Perfume Museum (MIP), after the renovation and extension of October 2008, is the eagerly anticipated outcome of
a project which has mobilised Grasse and its vicinity for years around its centuries-old heritage of perfumery.
Dedicated to discovery and learning for all visitors, the International Perfume Museum invites you this year to commemorate the 10th anniversary
of its renovation and extension with new features, areas and halls. Six months of works were undertaken to shed new light on perfumery in its
permanent exhibition area.
I am very pleased at this new lease on life for the International Perfume Museum, a truly unique establishment dedicated to one of France’s most
prestigious traditional activities. With this renovation, the first phase in a major refurbishment scheduled until 2019 for rooms dedicated to the
20th and 21st centuries, visitors will be able to discover the collections with a fresh view thanks to museographic and scenographic innovation.
The Museum embodies the living memory of social representations, witness to times past. It must be the point of convergence of this heritage,
all that is behind us, all that is happening now and all that will occur in the field of perfumery. This is the true meaning of this first phase of
rehabilitation works I am so happy to celebrate with you 10 years after that first extension back in 2008.
May all of you make the best of this new voyage through the magic world of perfume and perfumery.
Jérôme Viaud
Mayor of Grasse
Vice president of the Alpes-Maritimes Department Council
President of the Pays de Grasse Agglomeration Community
Jasmine fields in Grasse, by Bouyac
MAHP deposit
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Press release - Reopening - Editorials
Editorial by Olivier Quiquempois
Founded in 1989 in the historic centre of Grasse, in the Pontevès family home erected just before the French Revolution, the International
Perfume Museum (MIP) underwent an ambitious extension project begun in 1998, reopened in October 2008.
A decade later, in response to visitors’ remarks and daily feedback, we launched a complete overhaul of the exhibition space and museography
focusing on displays structured according to major chronological periods - Antiquity, Middle Ages, Renaissance, Modern times, 19th century, 20th
et 21st centuries - to be discovered diachronically or otherwise.
To enable visitors to plunge immediately into the subject matter, we are creating a new entertaining and didactic area at the Museum entrance:
How is perfume made today, from the plant to the finished product?
We are also opening new space in technical facilities previously closed to the public, so we could open a broad area to provide optimum conditions
for temporary exhibitions our visitors will be able to explore as they like, before or after seeing the permanent exhibition..
To avoid ever closing the Museum, these works are scheduled over a two-year period from 2018 to 2019. The rooms renovated to illustrate the
periods from Antiquity to the Middle Ages and our new introductory area will be inaugurated on 29 June 2018, while the entire MIP will have been
transformed by summer 2019. We hope ever more visitors will flock here for moments of discovery, learning and delectation in the rich vast world
of perfume.
Olivier Quiquempois
Director of the des Museums of Grasse
Heritage Curator
Mercure alchimiste,
c. 1760-1780
Musée de la Castre deposit, Cannes
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Press release - Reopening - Editorials
II - The project
In 2018, for the 10th anniversary of its extension, the permanent collections of the International Perfume Museum (MIP) will shed new light on
perfumery with an exhibition on the processes used in creating and manufacturing perfume, also developing its historical aspects.
The works are scheduled in two phases over a two-year period from 2018 to 2019, for a total investment of €800,000. The works were funded by
the Pays de Grasse Agglomeration Community (50%) and ARMIP (Association des Amis du Musée International de la Parfumerie) for the rest,
thanks to sponsors’ support.
The purpose of this new project is to highlight the main periods in the history of perfumery, whether in the section on Antiquity and the Middle
Ages, in new rooms that will open in summer 2018, or in the contemporary section in areas renovated in 2019 in phase 2 of the works.
New interactive museographic displays will contextualise the collections by expanding the presentation to all five senses: videos, screenings,
interactive terminals, olfactory and touch displays. Visually impaired visitors will be able to discover the exhibition thanks to specially designed
equipment. The exhibition areas will be punctuated by an olfactory touch path for an entertaining way of apprehending the exhibition.
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Press release - Reopening - The project
III - New in 2018
1. - Hall: How is perfume made today?
Espace Pélissier - Ground floor
The aim here is to present an introduction on the theme of making perfume through the prism of the different professions involved, from growing
aromatic plants to designing the perfume bottles sold in shops.
1.1 - From plants to perfume
This presents the different steps in developing a perfume: marketing studies in relation to trends, commissioning, brief for calls for tender or
in-house perfumer, specifications for the designer and the name, creation of the perfume, the bottle and package design, mass production of
packaging and of the perfume, packaging, distribution, advertising, analysis of marketing results.
1.2 - The farmer/producer
Growing fragrant plants around Grasse is the first link in a long chain leading the creation and preparation of perfume.
Examples of collections on exhibit:
• Flower-picking tools and equipment
• Photos of flower-picking
• Photos of plantations seen from Grasse
• Film on flower-picking and plantations
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Press release - Reopening - New in 2018
1.3 - The technician/chemist
The transformation of natural raw materials in perfumery presents all the technical steps in manufacturing the fragrant essences entering into
the composition of perfumes. Whether artisanal or industrial, making perfume has always included this step of transformation of an organism
to extract the scent that characterises it.
Examples of collections on display:
• Laboratory equipment (distillation, headspace, etc.)
• Photos of the transformation of raw materials
• Olfactory headspace system
• Olfactory quiz (natural and synthetic)
• Animated film on raw materials and their transformation in perfumery
• Film on chemical synthesis, the laboratory and headspace
Demonstration of the Headspace technique
Société Mane 2008,
8 Photograph by Carlo Barbiero
Press release - Reopening - New in 2018
1.4 - The perfumer/creator
Composing a perfume implies assembling natural and synthetic raw materials to build a sophisticated olfactory architecture specific to each
perfumer.
All perfumers agree that their trade remains attached to the world of creation and composing is a genuine form of expression through perfume,
offering a view of the world. Composition remains an artistic profession, that requires sensibility, since these compositions are meant for others.
Examples of collections on display:
• Jean Carles’ perfume organ
• Prototype for the ISIPCA case box
• Videos of schools of perfumery (ISIPCA) and Osmothèque
Perfume organ having belonged to Carles, with scales, test tube,
beaker and stand for perfume blotters
Société des établissements Roure-Bertrand et Justin Dupont
20th century, France
International Perfume Museum, Grasse
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Press release - Reopening - New in 2018
1.5 - The designer
In the 20th century, commercial and marketing stakes weighed increasingly, while markets expanded. Perfumeries looked to designers for
their creative, cultural vision of their brand and technical and industrial expertise. Between the fragrance and magic evoked by advertising,
there is the container, which, through the artistic value of its design, the imagination involved in devising its shape and the materials used to
make it, highlights the artistic nature of its content.
Examples of collections on display:
• Studies and prototypes of bottles (J’adore by Christian Dior - Kenzo Jungle L’Elephant)
• Perfume bottle and its cast
1.6 - Production, marketing and distribution trades
After the scent, the bottle and the packaging have been designed, large-scale manufacture is launched.
Today, perfumes tend to appear and disappear very rapidly: since the year 2000, there have been some 1,000 launches each year. With more
and more references, the lifespan of individual perfumes is getting shorter. As the economic stakes grow, companies use marketing tools like
market analysis or the use of trend books.
Perfumes are available all over the world through three kinds of distribution: selective distribution in perfumery chains, independent perfumeries
or department stores; distribution in supermarkets and popular retail stores; and niche distribution directly in the brands’ shops.
Examples of collections on display:
• Photos of perfume distribution points (niche perfumery, supermarket shelves, perfumery chain)
• Videos on making bottles, automation in a perfume factory, olfactory
Studies of glues and bottles for
J’Adore by Christian Dior, 1999 & 2000
Christian Dior Parfums Collection, Paris
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Press release - Reopening - New in 20182. - Swallowable Parfum
New: A futuristic vision of perfumery by the artist Lucy McRay
Swallowable Parfum is the brainchild of Australian artist Lucy McRay, who explores the fields of the body and science fiction. She places the human
body in complex futuristic scenarios that blur the borders between what is natural and artificial. Her works, devised around scientific advances
linked in particular to health, offer a woman’s view on new technologies.
This prototype of Swallowable Parfum immerses visitors into new beauty rituals. This edible perfume pill transforms the user into an atomiser
when perspiration diffuses the fragrance. This visceral experiment challenges such notions as well-being, human evolution and technological
hybridisation via perfume.
Collections on display:
Swallowable Parfum prototype
Videos on the Swallowable Parfum concept
3. - Gallery
New: Large-format visuals of raw materials taken from photographs by Jacques Penon.
4. - Greenhouse and natural raw materials
New:
• Update of map of provenances of natural raw materials Vanilla
• Recent update of the olfactory tree Photograph by Jacques Penon
• Large-format visuals of plants
• Explanatory labels on plants
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Press release - Reopening - New in 20185. - Halls on Antiquity to the Middle Ages
Hôtel Pontevès
5.1 - Antiquity
• New: Three rooms dedicated to Antiquity (Egypt, Greece and Rome) show,
• Large-format reproductions of elements, murals and mosaics relating to the world of perfume (e.g., mural
from the House of the Vettii in Pompeii);
• Focus on personal care, hygiene and make-up (kohl pots / mirror / various objects);
• New deposits from museums to complete the collections on display;
Canopic jar belonging to royal squire
• Olfactory reconstructions of perfumes (kyphi, rhodinon, irinon) from Ancient times; Psamtik
• Short educational video combining 3D animation on perfume in Antiquity. 26th dynasty (664 -525 BCE), Egypt
Municipal Museum of Sens deposit
The section on the Middle Ages is displayed in two rooms: the first is dedicated to the European Middle Ages, the
second to the Middle Ages outside Europe.
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Press release - Reopening - New in 20185.2 - Fragrant plants for the pharmacopoeia
From the standpoint of smell, the Middle Ages and Renaissance
form a single period. Religious austerity brought about a
regression in profane uses for perfume.
New:
• Development of the section on the Western world: focus on
the pharmacopoeia, medicinal gardens (gardens of Simples)
and monasteries (reproductions of illuminations);
• Large-format reproductions of elements, murals or miniatures
relating to the world of perfume;
• Focus on personal care, hygiene and make-up;
• Development of Grasse and the tanning industry;
• Olfactory reconstruction of Mediaeval perfumes (Holy Chrism,
the Altar of Incense, Queen of Hungary water);
• New deposits from other museums to complete the collections
on display;
• Short educational video combining 3D animation on perfume
in the Middle Ages.
Emilia in her garden - Reproduced from Boccaccio’s Teseida, folio
53, c. 1460-1465, Vienna
Bibliothèque Nationale
Association Illuminare, Marie-France Parronchi
Parchemin, 2018, France
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Press release - Reopening - New in 20185.3 - From the Orient to the New World
Although the use of perfume was frowned upon by the Church in Western Europe in the Middle Ages,
it had a prominent place in the other civilisations.
The Arab world revolutionised the techniques of perfumery with the invention and perfecting of distillation.
New:
• Development of the international nature of perfumery in the Middle Ages: Middle East, Far East,
pre-Columbian Americas;
• Large-format reproductions of elements, murals or miniatures linked with the world of perfume;
• Focus on personal care, hygiene and make-up;
• New deposits from other museums to complete the collections on display;
• Short educational videos combining 3D animation on perfume in the Middle Ages outside Europe.
Le Brûle parfum
6. - Pontevès Hall Elisabeth Sonrel
1st half of 20th century, France
International Perfume Museum,
The historic staircase is an intermediate zone between two sections of the Museum and, as such, it is Grasse
interesting to grace it with works in the manner of the 19th century with collections from the International
Perfume Museum and the Museum of Art and History of Provence, completed with private deposits, in
particular for the Jean-Joseph Pugnaire, a painter from Grasse.
The better to enhance this space, the scenography includes special lighting blending aesthetics and
efficacy of the display of the works and the stairs. Contemporary works loaned by the FRAC are placed
at the foot of the monumental staircase (Perbos, Simonet).
Collections on display:
L’arbre qui pleure, Laurent Perbos
Untitled, Pascal Simonet
Paintings by Jean-Joseph Pugnaire (still lifes and landscapes)
Paintings of fields, views of Grasse and perfumers’ portraits
Baths in Burgundy, reproduced from
Factorum et dictorum memorabiliorum libri novem, c.1470
Association Illuminare, 2018, France
14 International Perfume Museum, Grasse
Press release - Reopening - New in 2018IV. - Practical information
Opening hours
10am - 7pm (May - September).
10am - 5:30pm (October - April).
Closed: 25 December, 1 January & 1 May.
Access
2 boulevard du Jeu-de-Ballon,
06130 Grasse - France
Tel.: +33 (0)4 97 05 58 00
Paid parking: Honoré Cresp -La Foux
Bus stop: Centre-Ville - Lignes Sillages / Gare SNCF (Railway station)
Grasse: A, B, C, 5, 6, 6b, 20. 40
GPS coordinates:
Latitude 43.658078 / longitude 6.921704.
Admission
• Full rate for MIP: €4.
• MIP annual PASS: Family (2 adults + children under age 18): €17 - Individual visitors: €12.
• With ticket for admission to one of the MIP/JMIP museums: half-price on the other (valid for 7 days).
• Free (proof required): people under age 18, unemployed persons, disabled persons, accompanied school groups.
• Audio guide available on request: €1 (for half of the museum only).
Guided tours of MIP:
• Year round: 3pm on Saturday
• From mid-July - August, every day except Sunday, guided theme tour at 11am, 2pm & 4pm.
Audio guide available in several languages: €1 (for half of the museum only).
Guided tour: €2/adult + admission fee.
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Press release - Reopening - Practical informationMuseum shop
Museum souvenirs, art books and items of perfumery, personalised gift ideas: the shop offers a chance to prolong your visit.
Tel.: +33 (0)4 97 05 58 10 (during Museum opening hours).
Private use
The Museum and its gardens offer an ideal venue for organising group events.
Information: + 33 (0)4 97 05 58 13 - pbars@paysdegrasse.fr.
Groups
For specific requests for tours, workshops, lectures or any other tailor-made activities, the Service des Publics is at your disposal.
Information & reservation:
+ 33 (0)4 97 05 58 14 – activites.musees@paysdegrasse.fr.
The Museum is accessible for disabled visitors.
Payment accepted
By check or credit card.
www.museesdegrasse.com
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Press release - Reopening - Practical informationYou can also read
