Hermès Takes 200 Journalists on Lavish Studio Azzurro Press Trip to Marseille

Hermès organized an extravagant press trip for over 200 journalists to Marseille for the Studio Azzurro exhibition at the Vieille Charité. The journey began with a private TGV from Paris, featuring a renowned chef and endless wine. Upon arrival, the group was greeted by a choir singing Tino Rossi's 'Méditerranée' and taken by boat past the Château d'If to the calanques for lunch and pétanque. The exhibition 'Méditations méditerranée' by Studio Azzurro, founded in 1982 by Paolo Rosa, Fabio Cirifino, and Leonardo Sangiorgi, comprises five interactive video installations exploring the Mediterranean through the four elements and five senses. The works use camera tripods and video screens, with subtle interactivity triggered by visitors' movements. The trip concluded with a return TGV feast. Richard Leydier of art press critiques the blurring of press relations and luxury hospitality, noting the decline in museum press budgets and the high bar set by Hermès.