{"id":60199,"date":"2022-05-09T17:53:19","date_gmt":"2022-05-09T15:53:19","guid":{"rendered":"https:\/\/www.grapheine.com\/portfolio\/mc2-maison-culture-grenoble-communication"},"modified":"2023-06-09T10:02:30","modified_gmt":"2023-06-09T08:02:30","slug":"mc2-house-of-culture-grenoble-communication","status":"publish","type":"portfolio","link":"https:\/\/www.grapheine.com\/en\/portfolio\/mc2-house-of-culture-grenoble-communication","title":{"rendered":"MC2: Grenoble"},"content":{"rendered":"
[vc_row][vc_column][vc_single_image image=\"60115\" img_size=\"2280\u00d71169\" alignment=\"center\" el_class=\"mainportfolio alignfull\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_column_text el_class=\"dateportfolio\"]2022[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text]\n

House of Culture of Grenoble
\nWe don't deliver, come on!<\/span><\/h1>\n[\/vc_column_text][vc_column_text]Opened in 1968, the MC2: Grenoble<\/strong> - Maison de la Culture de Grenoble - is one of the flagship structures of the cultural decentralization initiated by Andr\u00e9 Malraux. This architecture by Andr\u00e9 Wogenscky houses a complex of four performance halls and rehearsal studios without equivalent in France.<\/p>\n

Following the merger with the national drama center of the Alps, the MC2 inherited its skills and know-how with the workshops for the manufacture of sets and costumes. These assets make it a particular national stage, which has the whole possible field of production. It is a true house of creation<\/strong>.<\/p>\n

In 2021, Arnaud Meunier<\/strong> was appointed director. Upon his arrival, he will initiate a new program that explores all disciplines of the performing arts, including the digital domain, as well as a desire to develop new relationships with the public under the sign of inclusion.<\/p>\n

It is in this context that our collaboration began. It was a question of reviewing all of the establishment's communication in view of the new season.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_gallery interval=\"3\" images=\"60119,60121,60123,60125,60127,60129,60139\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][vc_gallery interval=\"3\" images=\"60141,60143\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][vc_row_inner][vc_column_inner width=\"2\/3\"][vc_column_text]\n

Season campaign<\/h2>\n

After two years of Covid, a period that has greatly modified the habits of \"cultural consumption\", it was necessary to design a communication campaign<\/strong> aimed at appealing to the public in favor of \"live performance\" and to encourage them to return to the MC2's theaters.<\/p>\n

This campaign is declined in a series of offbeat, humorous or poetic messages. They invite people to question the digital society, delivery platforms and Gafas. Behind each message is an opportunity to promote the role of creation and cultural places as a factor of social link, fertile encounters, tangible sensibilities and shared emotions.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/3\"][vc_single_image image=\"60170\" img_size=\"large\"][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"60131\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"60137\" img_size=\"full\" alignment=\"center\"][vc_gallery interval=\"5\" images=\"60185,60187,60189,60191,60193\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][vc_separator][vc_column_text]\n

Brochure de saison<\/h2>\n[\/vc_column_text][vc_single_image image=\"60197\" img_size=\"full\" alignment=\"center\"][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_gallery interval=\"3\" images=\"60157,60161,60159\" img_size=\"large\" onclick=\"\" el_class=\"masque-nav\"][vc_column_text]\n

Making-of<\/h2>\n

Color is an important component of the project. Each shade was carefully chosen and the color combinations were designed to vibrate delicately. The Deux-Ponts printing house, a company known for its excellence, accompanied us throughout the process to ensure the best possible print result.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_single_image image=\"60165\" img_size=\"full\" alignment=\"center\"][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_gallery interval=\"3\" images=\"60151,60153,60155\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][\/vc_column_inner][\/vc_row_inner][vc_gallery interval=\"3\" images=\"60145,60149,60147\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][vc_single_image image=\"60163\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"60174\" img_size=\"full\" alignment=\"center\"][vc_row_inner][vc_column_inner width=\"2\/3\"][vc_single_image image=\"60172\" img_size=\"full\" alignment=\"center\"][\/vc_column_inner][vc_column_inner width=\"1\/3\"][vc_single_image image=\"60178\" img_size=\"full\" alignment=\"center\"][vc_column_text]The posters of the shows are declined on the basis of two-color images, in the continuity of the color chart of the season.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"60176\" img_size=\"full\" alignment=\"center\"][vc_separator][vc_row_inner][vc_column_inner width=\"1\/4\"][\/vc_column_inner][vc_column_inner width=\"3\/4\"][vc_column_text]Thanks to Arnaud Meunier<\/strong> (Director), Isabelle Martin-Lecl\u00e8re<\/strong> (General Secretary), Marion Labour\u00e9<\/strong> (Communication Manager), M\u00e9lanie Coste<\/strong>, Sylvie Latat<\/strong> and the rest of the communication team for their confidence and their involvement in this project. Thanks to Adrien Gervet<\/strong> for his support in the realization of the brochure.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row disable_element=\"yes\"][vc_column][vc_separator][vc_column_text]\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row disable_element=\"yes\"][vc_column width=\"1\/4\"][\/vc_column][vc_column width=\"3\/4\"][vc_tta_accordion style=\"flat\" shape=\"square\" color=\"white\" active_section=\"\" no_fill=\"true\" collapsible_all=\"true\"][vc_tta_section title=\"Plus d'informations\" tab_id=\"1525791213292-321ceee4-2378c5d0-d700\"][vc_separator][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_column_text]\n

Une fabrique de l'innovation<\/h4>\n
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Fruit d\u2019une volonte\u0301 militante et citoyenne, lie\u0301e a\u0300 l\u2019implantation avorte\u0301e de Jean Daste\u0301 et de sa troupe \u2013 partis, du coup, a\u0300 Saint-Etienne ! \u2013 et d\u2019une volonte\u0301 politique visionnaire, faisant de Grenoble, la capitale des Alpes a\u0300 l\u2019occasion des Jeux Olympiques : elle incarne, jusque dans son projet architectural, une utopie concre\u0300te. Celle de voir le meilleur de la cre\u0301ation d\u2019aujourd\u2019hui, rencontrer les populations les plus larges possibles.<\/p>\n

En 1968, Michel Philibert de\u0301clarait : nous avons ba\u0302ti la Maison de la Culture pour que s\u2019y rencontrent l\u2019art et le peuple. Place\u0301e dans la pe\u0301riphe\u0301rie populaire, construite par Andre\u0301 Wogenscky \u2013 e\u0301le\u0300ve de Le Corbusier, pense\u0301e comme une solution moderne et de\u0301mocratique : la Maison de la Culture de Grenoble e\u0301tait de\u0300s l\u2019origine a\u0300 l\u2019avant-garde de toutes les innovations. Cre\u0301ations pluridisciplinaires, principes de cogestion, e\u0301quipements sce\u0301nographiques ine\u0301dits, me\u0301langes de fonctions diurnes et nocturnes, Hubert Dubedout2 la de\u0301crivait comme un instrument de culture ouverte, d\u2019un acce\u0300s simple et direct, appuye\u0301 en cela par le de\u0301sir de l\u2019architecte souhaitant un e\u0301tablissement accueillant et vivant dans la ville.<\/p>\n

Cette place de chef de file lui confe\u0300re, a\u0300 n\u2019en pas douter, des responsabilite\u0301s plus particulie\u0300res, notamment celle d\u2019incarner une constante recherche d\u2019innovation et de transformation a\u0300 tous les niveaux : artistique, social, manage\u0301rial, environnemental, pour rester en phase avec les enjeux de nos socie\u0301te\u0301s et de son territoire.<\/p>\n<\/div>\n<\/div>\n<\/div>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_column_text]\n

<\/h4>\n
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La France, l\u2019Europe, le monde de 2020 n\u2019ont en effet plus rien a\u0300 voir avec celui de 1968. La re\u0301volution nume\u0301rique, bien plus fortement et profonde\u0301ment que les pre\u0301ce\u0301dentes re\u0301volutions industrielles, a comple\u0301tement me\u0301tamor- phose\u0301 notre relation au temps pre\u0301sent, au vivant, a\u0300 nos envies de rassemblement, de mobilisation et de partage.<\/p>\n

La me\u0301tropole grenobloise, quant a\u0300 elle, est inde\u0301niablement, et depuis longtemps, une terre d\u2019expe\u0301rimentations et d\u2019innovations.<\/p>\n

Parce qu\u2019elle fait partie des Institutions artistiques et culturelles les mieux e\u0301quipe\u0301es et les mieux dote\u0301es finan- cie\u0300rement, la MC2 se doit d\u2019accompagner les nouvelles transitions sociales et environnementales. Nous devons e\u0302tre en mesure de nous adapter et d\u2019e\u0301pouser ces changements, de nous placer a\u0300 l\u2019avant-garde de ces trans- formations. Nous devons affirmer la place de l\u2019art et de la culture dans l\u2019e\u0301criture collective de notre avenir au plus pre\u0300s des pre\u0301occupations des habitant.e.s et des questions du monde. Nous devons nous inscrire dans le combat pour l\u2019e\u0301galite\u0301 des genres, des droits, pour la repre\u0301sentation et le respect des minorite\u0301s, la de\u0301fense de l\u2019environnement et de la qualite\u0301 de nos vies.<\/p>\n

Face a\u0300 ces enjeux essentiels, la MC2 se doit de se re\u0301inventer constamment en ouvrant la voie a\u0300 un nouveau mode\u0300le, construit autour d\u2019une culture de l\u2019innovation partage\u0301e, qui pourra inspirer l\u2019ensemble du re\u0301seau des the\u0301a\u0302tres publics franc\u0327ais et europe\u0301ens.<\/p>\n

La crise sanitaire sans pre\u0301ce\u0301dent que nous venons de traverser et dont nous ignorons encore aujourd\u2019hui toutes les conse\u0301quences a\u0300 venir, a re\u0301ve\u0301le\u0301 plus que jamais, combien les ine\u0301galite\u0301s sociales ne nous permettaient pas d\u2019envisager le monde, l\u2019avenir ou le rapport aux autres de la me\u0302me manie\u0300re. Elle interroge profonde\u0301ment le sens et la mission des lieux de cre\u0301ation largement subventionne\u0301s.<\/p>\n<\/div>\n<\/div>\n<\/div>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"

Visual identity of the season and communication campaign for the MC2: Grenoble’s cultural center.
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