The long awaited Grand Musée du Parfum finally opened late 2016 in the former place of Christian Lacroix couture house. A super sophisticated scenography and latest fashion technology are the cornerstone of this brand new hotspot for culturetainment.

A week ago, American blogger Seth Godin published a sweet-sour post entitled The Candy Diet. He points out that «The economics seem to be that the only way to reach a lot of people is to race to the bottom » and blames mass-media for widely spreading anti-intellectualism, the only possible outcome of which is a « cultural suicide ».

Le Grand Musée du Parfum, illustration © Araso
Le Grand Musée du Parfum, illustration © Araso

The phenomenon is threatening culture as a whole. Since 2015, the Musée de l’Homme historical collection has disappeared in a loud staging. The Great « Museum » of Perfume just stole the show with an even louder collection of gadgets ending in a… luxury perfume shop (across the street from Hotel Bristol). Convenient, deceitful and soulless.

A mall dressed-up in a museum is still a mall. No matter what you call it. And it still has nothing to do with culture.

Le Grand Musée du Parfum, 73 Rue du Faubourg Saint-Honoré in Paris
Open Tuesday to Sunday from 10.30 am to 7.00 pm
Fridays until 10.00 pm