While graffiti has struggled to find a place in the streets of the city of Nice, street artists are increasingly sought after by businesses.
These integrate into their identity this art which has long been "badly perceived".
Seminars to strengthen cohesion within society have even been requested from these artists who “come from the streets”.
Under the arcades of Place Masséna in Nice, old posters of Galeries Lafayette have been stuck “wild” and serve as a support for the work of Jennifer Miller and César Malfi.
This is the second time in 2021 that the group has used street art for these “fortnights”.
“The artists did two days of live painting, which allowed for discussions with clients.
We had only very good feedback, ”says Emilie Mancini, marketing director of the Nice Masséna store.
In ten days, the photos of the painted arcades were shared more than a hundred times on the networks.
“With street art, we stick with the desire to modernize our image, that's the trend”.
Indeed, "having an instagrammable wall" is a good way to get people talking about your business. The AC by Marriott hotel recently redone the walls of the staircase leading to its rooftop terrace. “Before arriving on the rooftop, we have this point where customers take pictures of themselves, we can see that it pleases,” indicates the manager of the hotel, Nicolas Martin. In general, we host a lot of artistic events in our hotel, it's part of our DNA. With this fresco of Venus, we recall the work of Sosno on our facade. "
Thus, "graffiti is no longer badly perceived, it is an artistic style in its own right", emphasizes Emilie Mancini. This is why Samuel Benzazon used street art for his mixed martial arts club, the Maccabi. “Graffiti has long been decried. They are simply artists who express themselves in their own way, on different media, he comments. There is a real parallel here with the practice of MMA. It has just become normalized in France, although it is a combat sport like any other. As with street art, there is a real evolution of mentalities. "
The one who was responsible for dressing the ceiling of his room, rue Michel-Ange, winking at this Italian painter, is César Malfi.
The 26-year-old man from Nice mixes the Renaissance with “urban art”.
“I prefer to use this term because it doesn't just happen in the street anymore,” he explains.
I am happy that I am trusted to energize places.
ARM, in Sophia Antipolis, even approached us with illustrator Eric Garence, because they wanted to improve the quality of life of their employees thanks to our work.
He adds, “As long as the person feels something when they see what I'm doing, my job is done.
But I will continue to paint city walls, that's where I started and it's part of me.
He is currently finishing a fresco under a bridge, avenue de Fabron.
From tag hunting to a wall of expression, street art is slowly gaining ground in Nice
In the Bon-Voyage district in Nice, tags are becoming "a vector of social cohesion" between residents and firefighters
Street art in seminars
Street art in seminars
The Nice artist César Malfi created “team building” for the first time this summer.
"The idea is that all employees participate in the design of a common work in their premises or on accessible walls, such as the Tête de chien, to strengthen cohesion".
Private companies have been asking for it more and more for two years.
He will soon collaborate with a French bank and will do a live painting at the Château de Crémât on November 28.
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