Ann Caroline Prazan, Director of Art, Heritage, and Culture at Guerlain, introduces us to the immersive experience of “Good Morning Korea.” This exclusive interview for DSCENE, by editor Anastasija Pavic, explores the details of the exhibition, held in conjunction with Art Basel Paris. The event highlights the artistic vitality of South Korea, often referred to as the “Land of the Morning Calm.” Prazan discusses how the exhibition aligns Guerlain’s dual focus on heritage and innovation, bridging Korean artistry with the Maison’s creative vision. Featuring renowned names such as Nam June Paik and Lee Bae alongside emerging talents, the exhibition reflects Korea’s evolving artistic landscape.
INTERVIEWS
Curated by Hervé Mikaeloff, “Good Morning Korea” invites visitors into a sensory journey through contemporary Korean art. The exhibition explores themes from tradition to modernity, incorporating digital innovation, environmental reflections, and cultural heritage. Prazan highlights Guerlain’s collaboration with artists like Hyunsun Jeon, Lee Bul, and Anicka Yi, who bring fresh perspectives to the dialogue between art and memory, emphasizing how intangible elements shape our experiences across generations.
The exhibition offers more than a visual encounter, blending scent with memory to deepen the visitor’s connection to the works on display. This multi-dimensional approach reflects Guerlain’s philosophy of art as an intersection between memory, emotion, and the imagination, creating lasting impressions for those who engage with the exhibition. Prazan explains that the exhibition reflects Guerlain’s dedication to cross-cultural dialogue, celebrating the connection between art and fragrance that defines the Maison’s identity.
What significance does participating in Art Basel hold for Maison Guerlain, and how does it align with your mission in the cultural space?
Well, as you may know, we’ve been participating in art fairs for nearly 20 years. It started with La FIAC, the international fair at the Grand Palais for 70 years, and now it’s Art Basel Paris. It’s important for us to take part in a Parisian fair like this, even though it’s international, because Guerlain has collaborated with leading artists since 1828. We continue to host exhibitions at Maison Guerlain and work closely with the most influential artists today. So, of course, this is exactly where we belong.
How do you see the role of art in commenting on or preserving cultural heritage, particularly within the context of this exhibition?
When Pierre-François Pascal Guerlain founded the house in 1828, he immediately collaborated with the best artists of his time, recognizing that the presentation was just as important as the product itself. He sought renowned sculptors for the bottles and painters for the jars, establishing a tradition we continue to uphold as part of our heritage. Guerlain remains a blend of heritage and modernity, balancing creativity and boldness with deep-rooted values. Like a tree, our innovations—the flowers—depend on the strength of our roots. To connect with the future, we need the past. We must understand the past, and for me, it’s essential to draw inspiration from it to shape the future.
“Like a tree, our innovations—the flowers—depend on the strength of our roots. To connect with the future, we need the past. We must understand the past, and for me, it’s essential to draw inspiration from it to shape the future.”
Many works explore connections to nature—how does this theme resonate with South Korean cultural values ?
Our focus on Korea this year is thanks in part to our collaboration with Lee Ufan and his exceptional works, but it goes beyond that, involving themes of art, environment, and responsibility. Artists are essential in showing us future realities, as they sense and interpret the world before the rest of us. This made it natural to combine art with environmental commitment, aligning with Guerlain’s dedication to these values for the past 20 years.
In Korea, it felt effortless to connect with artists who bridge tradition and modernity, as they are deeply engaged with nature and social responsibility. This synergy came naturally—it’s like a continuous thread, with every aspect inherently Korean, including Mr. Lee Ufan.
While I can’t say Lee Ufan is explicitly focused on environmental causes, nature has always been central to his work. The fragrance he created for these exceptional pieces reflects his memories of Korea’s landscapes—mountains, rivers, stones, and the blue orchid—all integral elements of this art. Everything in the exhibition speaks to the importance of nature.
How do you balance showcasing emerging artists alongside established figures in the contemporary art scene, and what do you hope this brings to the exhibition?
I manage all the artists, and for me, it’s like lifeblood. Respect is essential, and they are given complete creative freedom. I believe the brand shouldn’t be imposed everywhere on the artwork—that’s why you won’t find Guerlain’s name on the bottom of Lee Ufan’s pieces.
I continue collaborating with the most renowned artists worldwide, as well as emerging and young talents. From the beginning, the Guerlain family, through four generations of creators, has worked with the avant-garde, and I aim to carry on that tradition. Supporting young artists, especially through initiatives like the art and environment prize, is also a priority.
“Scents evoke a different kind of emotion—it’s like a 3D experience. You can feel something from seeing a piece of art, but when scent is involved, it adds a new dimension. The experience becomes more immediate and powerful, as the sense of smell is directly connected to the brain’s cortex. This is what we call the “Petite Madeleine de Proust”.”
How does the fragrance serve as a complement to the visual artworks in the exhibition? In what ways do they interact to enhance the overall experience?
Scents evoke a different kind of emotion—it’s like a 3D experience. You can feel something from seeing a piece of art, but when scent is involved, it adds a new dimension. The experience becomes more immediate and powerful, as the sense of smell is directly connected to the brain’s cortex. This is what we call the “Petite Madeleine de Proust”. This is why Lee Ufan, who had previously declined collaborations, agreed to work with Guerlain. To him, Guerlain stands as the most important perfumer in the world, with nearly 200 years of history. He was genuinely interested in the fragrance’s creation and worked closely with us on it. At 87 years old, this collaboration was a new and meaningful experience for him.
What criteria do you consider when selecting the recipient of the Art & Environment Prize, and what impact do you hope this award will have on the art community?
Last night, alongside Lee Ufan, Laurent Le Bon, president of the Centre Pompidou, and Wim Wenders, the filmmaker, we selected a new laureate: Caroline Corbasson. For her, it’s an incredible opportunity to engage with many other artists.
The artists are required to present their work, explain who they are, and outline their plans for the two-month residency in Arles. During this time, they must develop an exhibition for the Lee Ufan Foundation, which will run for three months in July during the Rencontres de la Photographie in Arles. We expect detailed proposals and presentations about their projects. The selected artists must also conduct a talk show to discuss their vision, and their work must align with a theme related to nature, reflecting the foundation’s values. They have two months to prepare both their artwork and presentations.
This year, we received over 570 submissions from artists worldwide, making the selection process both demanding and inspiring. It was a major task over the summer, and now we embark on a new chapter with Caroline Corbasson.
How do you envision the future of Maison Guerlain’s art collaborations evolving in the coming years?
We are committed to working with sincerity, authenticity, and passion, nurturing our deep connection to art. This bond, along with our relationship with nature, is a core part of Guerlain’s identity. We do not follow trends or aim to be fashionable—Guerlain is timeless, focusing on meaningful creation that reflects both tradition and the essence of our times. Our partnerships with artists are not driven by trends but by genuine collaboration. While we honor the past, we remain engaged with modernity in ways that align with our values and today’s atmosphere.
she is amazing !! 😍
Lee Ufan bottle is a masterpiece! Wow more fragrance brands should invest back into art!