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Picasso gets a corporate touch

Surajeet Das Gupta

It's going to be an art exhibition with a difference. Come December 14, corporates can book two hours every day exclusively for their employees and associates to come and watch French art maestro Pablo Picasso's legendary art collection. For a hefty price, of course.

Companies have to fork out Rs 150,000 to Rs 300,000 for around 100 to 150 couples for booking the 'two-hour exclusive time'. The exhibition will be first held in the National Museum in Delhi for a month and then in Bombay from February 15 to the March end.

The exhibition is being organised jointly by the Indian and the French governments and is being administered by the National Gallery of Modern Art. Integral PR, a Delhi based agency, has been given the mandate to woo corporate visitors.

The exhibition christened "Metamorphosis" has a wide range of collections which include paintings, sculptures, prints and ceramics by the legendary artist. Says Rajiv Lochan, director at the National Gallery of Modern Art, " This is for the first time that we are attempting to involve the corporate sector in an art movement."

For the first time, the National Gallery is looking at ways and means to be able to recover the cost of the prestigious show. The government has already tied up with Barista, the well known coffee chain which will set up an exclusive French coffee outlet in the premises.

Says Sandeep Vyas, head of marketing in Barista: "It has been our aim to promote art as it is associated with the finer things in life. So it makes sense for us". Barista is working on special French coffee flavours to be served during the exhibition.

The Oberoi group has also been roped in as the official hospitality partner for the show. Apart from providing rooms free for top officials, Oberoi is hosting a French food festival to be christened 'Picasso Food Festival'.

'The Gourmet Shop' in the hotel, which is also the pastry shop, will serve food woven around the Picasso theme. Interactive sessions with men of eminence who have been associated with Picasso's work are also being planned. Says a spokesperson of the Oberoi Hotels: "Our idea is to support and do events which are the biggest."

The government has also roped in Air France as the official air partner and Air France cargo as the official cargo partner.

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