Du 2 décembre 2021 au 15 mai 2022 le Musée des Arts Décoratifs à Paris célèbre l’histoire du design pour tous en consacrant une exposition à l’univers de la grande distribution.
Pour cela, Le musée parisien fait alors appel aux deux plus grandes enseignes de distribution qui ont marqué l’histoire du design français en ayant su le démocratiser : Monoprix et Prisunic, pour mettre en avant plus de 500 objets du quotidien.
L’exposition « Le design pour tous : de Prisunic à Monoprix, une aventure française » s’intègre à la collection permanente du musée et retrace à travers plus de 500 œuvres l’histoire de ces deux marques qui ont fusionné en 1997 et qui ont su changer le regard collectif sur les objets du quotidien grâce à leur slogan « Le beau au prix du laid ».
Mobilier, objets décoratifs ou encore affiches publicitaires « L’idée était de faire entrer la grande distribution au musée, explique India Mahdavi qui en a imaginé la scénographie. C’est touchant de voir ce paysage familier ainsi exposé : on le regarde différemment. »
Le parcours de la visite se scinde en deux volets. La première partie est consacrée à Prisunic et la présentation de ses catalogues de vente par correspondance (mobilier, luminaires, vaisselle et textiles). Réalisés grâce à des collaborations avec des graphistes et des designers, ces catalogues ont été diffusé entre 1968 et 1976 et ont permis d’introduire en France, le marketing selon le modèle américain mais également de démocratiser, le mobilier et l’habillement contemporains de qualité.
En 1997, Prisunic fusionne avec Monoprix animé par une volonté égale de rendre le design accessible à tous : l’enseigne, qui réaffirme « le plaisir de vivre à la française », occupe dès lors une place de choix dans le quotidien des consommateurs.
Cette seconde partie de l’exposition met en lumière les réalisations phares de créateurs invités par Monoprix en reprenant un thème cher à l’enseigne – l’objet du quotidien – à travers l’art de la table, l’assise et l’habillement.
Le visiteur déambule aux milieux de collections modernes et contemporaines, le parcours propose un dispositif original de « ready-made » (mobilier et présentoirs de magasin utilisés comme systèmes de présentation) qui évoque l’univers de la grande distribution, servi par une scénographie colorée et lumineuse.
À travers de cette exposition, la volonté de faire « Percevoir dans notre quotidien la beauté des objets qui nous entourent » devient une réalité où marketing et publicité entrent parfaitement en symbiose avec l’art et l’histoire. Chaque consommateur a alors l’opportunité de percevoir ses objets de la vie quotidienne non plus comme tels, mais plutôt comme une œuvre d’art à part entière.
Pour les curieux souhaitant en savoir plus, l’exposition « Le design pour tous : de Prisunic à Monoprix, une aventure française » à découvrir ou redécouvrir jusqu’au 15 mai 2022 au Musée des Arts Décoratifs (107 rue de Rivoli. 75001 Paris), du mardi au dimanche de 11h à 18h.
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