As the post-Covid art market undergoes upheaval, galleries are reinventing their models. The simple white cube is over: enter hybrid formats, blending arty guesthouses and sculpture gardens in castles.
On July 6, contemporary artist Bernar Venet will install his furniture on the ground floor of Château de Lascours in Boisset-et-Gaujac, Gard. This historic medieval estate, once owned by the princes of Croÿ, was purchased in 2014 by Parisian gallerist Pierre-Alain Challier, a native of the region, and Montpellier-based auctioneer Bertrand de Latour to be transformed into a contemporary art center.
The constantly evolving market is forcing us to adapt quickly to the new habits of collectors and visitors
Loïc Bénétière, co-founder of the Ceysson & Bénétière art gallery in Saint-Etienne
“We host artists for residencies and exhibitions,” explains Challier, “in the heart of a 70-hectare park. Land art pieces by Nils-Udo or Jean-Pierre Formica and sculptures by Parvine Curie have already been installed on the site, which is currently being restored, along with rehabilitation of the historic buildings.”
Concerts and events allow the gallerist to connect with a significant local audience from Nîmes, Uzès, Arles, or Avignon and to lure collectors out of Paris to enjoy new experiences. “At exhibitions, I host dinners, concerts, book launches… it's a whole experience!” Today, Château de Lascours stands as a major cultural hub in Occitania, combining historical heritage, contemporary art, and environmental engagement.
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A new audience of visitors wants a complete experience
Pierre-Alain Challier, co-owner of Château de Lascours
“Society is changing, and contemporary art is a catalyst and harbinger of that future. It’s only natural that galleries follow suit,” says Challier. “Access to art has continued to broaden, both from public institutions and private initiatives. A new audience wants a full experience. Moving the gallery into new spaces and offering alternative forms of hospitality has always been my model. To preserve artworks, give artists space to create, and welcome collectors differently, the Maeght Gallery—transformed into a foundation in the 1960s—remains an ideal.”
A Broader Artistic Experience and Keeping Collectors Engaged
Pierre-Alain Challier, who created the Artcurial Café concept 20 years ago, isn’t the only one responding to the saturation of the traditional white cube model by transforming galleries into living spaces.
One of the more recent players in this increasingly popular scene is Domaine de Panéry, located west in Pouzilhac, between Tavel and Uzès. Despite being open for just a few years, this property owned by Olivier Ginon (CEO of GL Event, an event industry giant) is recognized for seamlessly integrating contemporary art into its wine-making facilities.
Galerie Ceysson & Bénétière, which began in Saint-Étienne with a space including a Michelin-starred restaurant and bookstore, regularly organizes exhibitions at Panéry, showcasing works by internationally renowned artists like Claude Viallat and Frank Stella.
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