Chart the global artistic course of the institution.
Support the transition by laying the foundations for a clear and inspiring vision for the years to come. This encompasses modernizing the communication, while broadening its audience to include the youth and families.
In 2020, the arrival of Alexander Neef at the head of the Paris National Opera marked a new era, driven by an ambition for artistic and strategic renewal.
Provide artistic direction and strategic guidance in defining long-term artistic and cultural orientations, in alignment with institutional and digital challenges.
Conversion
> Increase the revenue growth rate by 4%
Attraction
> Increase the global engagement rate
Retention
> Increase the rate
1. Renew audiences by reaching new segments — particularly the young and families — to diversify attendance and strengthen artistic and cultural education. 2. Expand the diversity of works, artists, formats and venues, including off-site projects and a fuller use of both stages — Garnier and Bastille. 3. Integrate the digital dimension into creation and distribution within the artistic direction.
Future cultural vitality depends on actively welcoming youth and families.
This demographic shift requires prioritizing robust educational outreach.
Artistic programming must showcase fresh talent across unconventional spaces.
Both the Garnier and Bastille stages should be utilized to their absolute limits.
A unified and forward-thinking artistic vision, positioning the Opéra national de Paris at the intersection of excellence, openness, and cultural innovation.
Strategic Expansion
- Audience & Programming: We pivoted to actively engage younger demographics and families through cultural education. The repertoire was expanded to highlight diverse artists, off-site projects, and the full potential of both Palais Garnier and Opéra Bastille.
Crafting the Core Message
- The Emotional Anchor: To make the Opéra universally accessible, we shifted the narrative focus from historical prestige to raw, visceral human experience.
- The Signature: This culminated in the new tagline, "Les plus belles émotions sont celles que l'on ne s'explique pas," an invitation for all audiences to simply feel the art.
Modernizing the Art Direction
- Emotion-Driven Visuals: A new visual language that prioritizes movement, passion, and feeling over formal, static imagery.
- Updated Guidelines: Comprehensive, contemporary design guidelines that modernize the brand while honoring the institution's legacy.
[By the numbers]