Wilo & Grove, Reinventing the Gallery

If we had to define Wilo & Grove, an “art publishing house” would undoubtedly be the most appropriate term. Nevertheless, the concept created by Olivia de Fayet and Fanny Saulay – both alumnae of Christie’s – remains a gallery at its core. The difference is that here, works touch and mix with everyday objects. Welcome to the Wiloft, where the collection offered online by these young women is given a physical setting. In fact, it’s a genuine apartment that belongs to Fanny! – Questions are encouraged. The welcome is warm and friendly. It’s actually not unusual to spend more time there than expected, because the two curators have so many stories to tell about their lovingly-chosen pieces. Because, if there is one thing that Olivia and Fanny are sure about, it’s the abundant balance that emanates from their passionate curation. “You can’t go wrong when we can easily imagine ourselves having one of these works on our own walls!” they exclaim. In this former print shop, they’re already half-way there. An ideal venue to meet up and let your imagination run wild, this hybrid space has been an outright success, with Wilo & Grove opening two pop-up galleries each year. As well as being an opportunity to present artists and their latest news, these exhibitions also provide a chance to discover pieces that (if not sold during the sales event) will freshen up the existing catalogue. What better way to make sure you don’t have the same decor as your neighbour?

Salon Wiloft Wilo et Grove Fondatrices Olivia de Fayet et Fanny Saulay

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Maison du Monde Wooden Staircase 69,99€

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Wooden Staircase.

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Danish style teak bench.

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Fanny, Olivia, what’s your background?

Olivia

After I graduated from the Sorbonne in history of art and the Audencia Business School, I worked first at Christie’s in Hong Kong in 2010, and then in Paris as a specialist in modern and impressionist art, until last summer.

Fanny

Following on from my business studies at the Essec and art history at the École du Louvre, I started at Christie’s in Paris in 2008 in the Impressionist and Modern Art Department. After nearly ten years, I left my position as specialist and sales manager to set up Wilo & Grove with Olivia.

How did you come to set up Wilo & Grove, your gallery?

Olivia

Wilo & Grove saw the light of day as a result of three things we had observed: the art market is still an unknown and intimidating territory for most of us. Artistic talents are hiding everywhere and waiting to be revealed. The desire to surround ourselves with objects that resonate with us over a long period of time is more and more prevalent.

How does it differ from other art galleries?

Olivia

Its hybrid model is the first difference. You can buy Wilo & Grove works and objects without going to our e-shop. You can make an appointment at our showroom, Wiloft, and get personalised and exclusive guidance in choosing a work. But you can also come freely to our pop-up galleries, which open to the public for about a month before Christmas and in the spring! Other major differences: in Wiloft, just as in our pop-up galleries, the works are always showcased by being staged with furniture and objects just as they would be in a real apartment. Finally, the prices are fixed and always displayed for maximum transparency.

What was your philosophy when you established it?

Olivia

By reinventing the gallery genre, we wanted to prove that art can be beautiful without being unaffordable, exciting without being ultra-conceptual and selective without being exclusive. We knew that there was a whole high-quality contemporary scene which was not being shown in museums or art centres but which was really worth highlighting and making more widely known! Indeed, for many (including us in the beginning!), installations and very contemporary or even conceptual creations often remain an enigma and are rather difficult to imagine at home. Besides that, a lot of people around us wanted to go out and buy art, but said they didn’t know where to go or what to do. Our philosophy is also to reassure them and tell them: go ahead, trust yourself and don’t buy the same decorative object as your neighbour!

How do you make your selection of paintings, sculptures, art objects, etc.? ? Does it change frequently?

Fanny

We make our selection according to two simple and effective criteria: to begin with, we only choose an artist when we would both like to have one of his or her works on our own walls. Then, their prices must allow us to offer their works within the range which we fixed for ourselves, that is between €50 and €5000 euros. All this, while remaining as broad as possible in our choices of supports, techniques and even eras, in order to preserve a true diversity. The selection changes twice a year, at the time we have the pop-up galleries. It is here that we preview our new artists and new work from those with whom we have worked for longer. Then the works which did not find buyers are put online on the e-shop. The aim is to encourage the public to come and meet us during the exhibitions and to discover the different places we occupy each time. Often, our pieces are unique, so it’s better not to wait until they’re online if you don’t want to risk missing a favourite you have spotted on our Instagram.

To whom do you wish to address yourself?

Olivia

We primarily address people aged 30 and over, who want to add a unique element to their interior. They are not yet accustomed to the art market, for lack of having found in the existing marketplace – galleries, auction houses, websites and other places – a solution really tailored for them, without fuss or snobbery! They are no longer roommates or in their studio flat and are now carefully choosing furniture and objects that will stay with them long-term and reflect their personality. When it comes down to it, Fanny and I totally embody our target market.

Salle de bain Wiloft Wilo et Grove Fondatrices Olivia de Fayet et Fanny Saulay

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Tell us the Wiloft story. Why did you choose this particular location?

Fanny

The Wiloft is an old print works which was transformed into an apartment about twenty years ago, in the 9th in Paris. I have lived there since 2012 with my husband Thomas and the place immediately captivated us with its modern, industrial and yet warm atmosphere. With its artist’s studio side – thanks to the large glass roof overlooking the living room – it quickly established itself as the ideal place to exhibit Wilo & Grove‘s works outside our pop-up exhibitions.

Was it you, Fanny, who took care of the decoration? How are the decor and the Wilo & Grove pieces balanced?

Fanny

We had enormous fun decorating the apartment with Thomas about six years ago. We didn’t have any preconceived ideas at all and chose the pieces of furniture and decoration one by one, mixing different styles and periods. This is very much in line with Wilo & Grove‘s philosophy, since Olivia and I are convinced that “coherence” happens by itself when we simply choose objects that catch our eyes. You have to follow your intuition and not ask yourself too many questions! The balance is quite natural between the pieces that were already in the apartment and the Wilo & Grove works, because our selection is ultimately very personal and clearly reflects the tastes we share with Olivia.

How do you see yourself evolving in the coming months? What projects to you have on the go?

Fanny

This summer, I’m moving what will allow us to completely redecorate the Wiloft and make it our own. We will then be able to take even more advantage of the place by organising, for example, evenings dedicated to this or that art. We are also working on a very exciting project for our Christmas show… but it is still too early to talk about that!

Photography: Valerio Geraci – Text: Caroline Balvay – Translation: TextMaster @thesocialitefamily

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60s Earth Globe Selency 95,00€ Voir la fiche produit

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Wooden Sideboard La Redoute 993,40€ Voir la fiche produit

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Wooden Staircase Maison du Monde 69,99€ Voir la fiche produit

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Danish Bench Selency 1 350,00€ Voir la fiche produit

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