Tuesday 8 October 2013
One of the Paris Opera's missions is to protect its public image, nowadays used far too often for commercial reasons by third parties without any authorisation. The Opera also has to develop its intangible heritage by setting up a brand policy enabling it to communicate its values in an original manner.
Following a public procurement procedure, the Paris Opera asked the BLUE agency, a subsidiary of Europacorp, to assist it in defining and implementing a brand strategy and licensing policy. On this occasion Blue joined forces with Kazochok, a firm specialised in cultural brand marketing. Like other international cultural institutions such as the Metropolitan Opera of New York or the Royal Opera of London, the Paris Opera intends to harness the power of its brand and project its image, both in France and abroad, by associating it with other major brands or creators who share its values.

This has been been the case on previous occasions with Vacheron Constantin for a limited-edition series of luxury watches and with the Manufacture Henryot et Cie for reproductions of armchairs from the Palais Garnier.

The Opera recently collaborated with the brand Petit Bateau to invent a capsule collection with couturier Christian Lacroix entitled "Petit Bateau / Opéra national de Paris par Monsieur Christian Lacroix" and available in retail stores in December 2013. This new strategy enables the Opera to bring its brand name to innovative new supports and join forces with creators from different universes thanks to partnerships that honour the Paris Opera workshops.

Between tradition and modernity, the values and expertise of the Paris Opera will be highlighted in this way. In particular, it is the Opera's ambition to identify creators and major names to develop clothes and accessories for the world of dance (tutus, pointe shoes, leotards), luxury (perfumes, cosmetics) and French art de vivre.

Christophe Tardieu, Deputy manager of the Paris Opera comments: "This approach is consistent with public institutions' missions to develop their intangible heritage. We are responsible for a strong brand image, an internationally recognised public image and a first-line cultural heritage. We shall ensure that all our partners promote these values that make the Paris Opera the major cultural institution it is today."

Paris, 26 September 2013