When the art market ventures off-piste

From Courchevel to St-Moritz, Verbier or Gstaad, the alpine summits are now becoming the epicenter of large-scale art fairs.

The NOMAD concept is a case in point. Specialized in organizing open-air art fairs in exceptional decors in places such as Capri, Monaco or Venice, NOMAD has chosen St-Moritz as its stronghold for the Winter. Cécile Labouret, galleries and press relations manager at NOMAD, explains to us the behind-the-scenes aspects of their organization: “Our events are financed through a combination of gallery participation fees, sponsorships, and partnerships with luxury brands that resonate with the art world. The benefits extend to all parties involved: galleries and artists gain exposure to an exclusive audience, collectors have the chance to discover unique pieces in a curated setting, and sponsors connect with a high-profile crowd that aligns with their brand values.” When asked if they record important sales in such a context, Labouret’s answer leaves no doubt: “In past editions, we've seen sales of iconic pieces by renowned designers and artists that have fetched prices upwards of 1.500,000 euros. In St-Moritz, we anticipate a similar level of interest and sales, as the exclusivity and allure of the location align well with high-value transactions.”

However, the growing appeal of such environments transcends mere financial and transactional benefits. Cécile Labouret remarks: “These locations also provide artists with the opportunity to contextualize their work in stunning natural settings, creating unique dialogues between art, design, and environment. For many artists, it's a chance to connect with collectors who are not just looking to acquire art but to experience it in a fresh, inspiring way.”

Recontextualizing works of art in extraordinary locations is indeed the primary objective of the exhibition L’Art au Sommet, in Courchevel. An exhibition which has grown in stature in recent years. Works of renowned artists - made available by the Galeries Bartoux – are brought in by helicopter, turning this ski resort into an open-air museum from December to February. David Dereani, guide at the Fondation Facim, and who plays the role of cultural mediator in the framework of this exhibition, explains to us: “This exhibition started 15 years ago, and successfully lives on, to the point of garnering increased attention from other mountain destinations such as Val d'Isère and Megève. This exhibition allows visitors to get to know the work of different artists, whether emerging or very famous, such as Dalí, Orlinski, or Lorenzo Quinn, and who, for the most part, are being displayed for the first time in the mountains. Sensitization and mediation with youngers audience has become increasingly important in the project, by inviting schools of the region to come discover the monumental works of art and their artists.” An exhibition which therefore also has a didactic role, and where visitors are exceptionally allowed to touch the works of art, in order to better grasp their aura, hereby magnified in such beautiful surroundings: “The snow-covered mountain exacerbates the contemplative aspect of the visitors as well as that of the artists themselves, who are very much inspired by such a scenography”.

The Verbier Art Summit, on the other hand, focuses on conferences and forums and involves worldwide communities by connecting opinion leaders with key personalities in the art world, making this summit a springboard for innovation in arts, as well as of social transformation through art.