Soft power. That’s what cultural diplomacy is often called. But there is really nothing soft about Le Bicolore, the new art and media platform for The House of Denmark in Paris.
How can the Danish culture and art offering in France most efficiently gain a wide audience while staying relevant and true to Danish values and qualities?
A Danish art and culture offering that goes beyond Denmark or one-sided nation branding – and shows all the nuances in between the red and the white while providing a platform for actual cultural exchange, digitally and physically.
A bright and talkative identity atypical of cultural diplomacy and a digital media platform built on the realization that the shortest distance between French and Danish culture is not measured in kilometers but in bytes.
The House of Denmark in Paris is an institution in its own right with a long history of presenting the best art, culture and commerce that Denmark has to offer to a French audience in its formidable house on Champs Élysées. But who wants to be an institution when times are changing, the world has gone digital and a pandemic is renegotiating the terms of art exhibitions everywhere? Enter Denmark’s new digital social scene: Le Bicolore!
Le Bicolore is shamelessly flirting with the French icon Le Tricolore. LE BICOLORE gives you not three but two vibrant colours (way beyond just red and white), two sides – at least – to every story and a deep-rooted tendency to debate, tease and investigate by flipping the coin on established truths.
While a brand-new exhibition space designed by Cobe was under construction, we – in very close collaboration with the good people of The House of Denmark – started construction on a parallel universe.
Birk Marcus Hansen
Mads Christian Sandholm
Emilie Holm Sandholdt