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28/3/2012

Ricard SA

Musee des Arts Decoratifs, Paris

Les Arts Decoratifs is celebrating the 80th anniversary of Ricard. Instead of a retrospective, it deciphers the brand like a case study, comparing it, analysing it, and identifying all its key characteristics. Unlike other aperitifs, no single artist's name is associated with the Ricard posters, like Charles Loupot is with Saint Raphael and Cassandre with Dubonnet. Nor is there an emblematic character or animal, like Cappiello's zebra for Cinzano. Questioning the company's actors and its archives, the exhibition retraces the advertising campaigns that have marked its history with their themes, choice of colours, design, also studying the creations of the company's ceramics studio and the brand's communication strategies. Alchol abuse is detrimental to your health. Opening 29 march.

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