Aurélie Garzuel
Aurélie Garzuel
Head of Communications at La maison rouge, Paris
Aurélie is based in Paris, France
Website: lamaisonrouge.org
Facebook: lamaisonrouge.antoinedegalbert
Twitter: @lamaisonrouge
Instagram: @lamaisonrouge.paris
DailyMotion: La maison rouge
Photo © Célia Pernot / La maison rouge, Paris
How did you get started in PR?
By chance! I got an internship at Reed Exhibitions France, where I worked with the VIP manager for both Fiac and Paris Photo fairs. After the internship they offered me a position in the Communications department. I studied Art History at the Ecole du Louvre - I had no idea at the time I’d make a career in PR.
How did you find yourself where you are now?
I was working at the Swiss Cultural Centre in Paris. I heard about the position at La maison rouge through the person who was leaving. I applied for the job and had two interviews… I guess it went well!
What is your role within our company and what are you currently working on?
La maison rouge is a foundation, created on the initiative of Antoine de Galbert, a private art collector and active figure on the French art scene.
I am in charge of communications, partnerships and collateral events. This includes the design, the promotion materials (print and digital campaigns, street marketing) and the media strategy alongside our PR agency Claudine Colin Communication. For cultural events, I invite personalities from the art world (artists, curators, historians, sociologists) to give talks or do tours of the exhibitions at La maison rouge; it can also be live events such as performances or concerts in the galleries. I also organize outside events through partnership with other cultural institutions in Paris: screenings in movie theaters, symposiums in other museums, plays in theaters.
Working in a place that presents exhibitions 3 times a year means that I am always working both on the current events and also on what will happen in 3, 6 or 12 months. Promotion is mainly about releasing the right material at the right time.
What is a recent success you're particularly proud of?
The last exhibition we had was « L’esprit français, Countercultures 1969-1989 ». It was a great success thanks to its social and political content, and irreverent tone, but I am quite sure the communication also played a key role. We had the opportunity to use a selection of strong images and archives including flyers, fanzines, and posters. I have the feeling that the work we did on the teaser and on the design of the promotional material really gave the right idea and the right mood of this specific « French Spirit ».
What is most important in your work?
To me the most important thing is the encounter with the artists and/or the curators, to be able to embrace their projects and their ideas in order to make the promotion the most truthful to the artistic direction.
How would you say the media landscape in your field has changed since you started in PR?
Social media has changed everything because of the spontaneity and the interactivity it creates for the public. The instantaneous feedback you can now have on your events/videos/pictures is very precious for the media strategy.
Where are your favorite places for business meetings or drinks with writers/clients?
The café of La maison rouge.
PR/Communications can be fast-paced and stressful, what is your favorite way of relaxing?
Having drinks with my friends. I wish it’d happen more often!
What are you reading these days?
Virginie Despentes, Vernon Subutex 3
What are you listening on repeat these days?
The last album of Kevin Morby, City Music
What is the next event/show you're the most looking forward in the next months?
Our next exhibition, an exhaustive presentation of Marin Karmitz’s collection (founder of the production company and movie theater chain MK2) that will include, among others, works from Lewis Hine, Eugene Smith, André Kertész, Roman Vishniac, Joseph Koudelka, Saul Leiter, Gisèle Freund, Anders Petersen…
