Nochapiq : guaranteed to carry you away! fixed by aurelien
If walls had ears, they’d have wished they had eyes as well to see this! On Friday January 31st in the Salon des Hydropathes at French Theory, the artist Nochapiq (aka Noémie Chaillet-Piquand), gave an artistic performance to a small and very carefully selected audience. As remarkable as it was unique, her performance questioned our relationship to luxury goods and the notion of what we hold precious.
© Mohamed-Khalil
The artist had set herself the challenge of wrapping in gift ribbon a series of objects chosen by some of her friends; gift ribbon from famous luxury brands and of her own creation to be precise. After working for various companies in the luxury goods sector such as Hermès and Dior, since 2018 wrapping everyday objects in gift ribbon has become Nochapiq’s trademark. Nothing is left out as she literally wraps anything, from pipes to cameras and aerosols, not forgetting crucifixes and stools. Here at French Theory we are big fans.
© Mohamed Khalil
Under the soft neon lights of French Theory’s lounge metamorphosed into an artist’s studio for the occasion, Noémie assembled her tools and materials – adhesive tape, scissors in different sizes and a Stanley knife – everything she needed to wrap objects of every shape and size.
Nochapiq began with an object brought along Michael Coste,
who is in charge of public relations at a luxury brand and whose modest contribution was a tin of caviar. “It was actually a tin of chocolates”, he confided. However what made it so special was that he had used it as an ashtray in his office and that the three cigarette butts that he had kept in it all belonged to famous people he “had been fortunate enough to meet”. “The last person to have stubbed out a cigarette in the tin was a famous model from the 1980s. I can’t divulge her name, but she is still very beautiful and feline”, he added. For Michael Coste this wrapping, a process Nochapiq calls “embolduquer” (a verb invented using the French word for gift ribbon) was “the perfect opportunity to make an exceptional objet d’art”.
"Nochapiq takes everyday objects to a whole new level.."Charlotte Montpezat
After several meticulous cutting and gluing operations, the caviar tin was finally covered in ribbon and placed in the hands of Michael Coste, who was over the moon. Behind him the other guests waited their turn: Charlotte Montpezat, an art historian and talent scout for Groupe Canal+, handed over a Manix brand condom which, in Nochapiq’s hands, became a Chanel condom. An overjoyed Charlotte said with delight: “Nochapiq takes everyday objects to a whole new level. She transforms them into works of art, objects that raise questions. In my opinion, Noémie is one of the most creative people in the world and I am proud to have been a part of this wrapping session.”
© Mohamed Khalil
Next up was Manon, who the artist considers like a daughter and who brought along two vinyls, one by Blur and the other by singer-songwriter Patrick Juvet. Nochapiq chose the first. The object’s shape and size made it longer to wrap. The following guest’s objects weren’t easy to wrap either: Olivier Pascalie presented the artist with a pair of drumsticks and a bottle of red Christian Louboutin nail varnish, whose shape is inspired by the tallest heel the shoemaker ever designed. Olivier wanted to “set her the challenge” of wrapping something pointed and he certainly knows what he is talking about as he is at the head of Mazarine Atelier Pascalie, which specialises in branding, packaging and design for luxury goods. It may have been tricky, but Nochapiq managed it. “I was very worried at one point because I thought she was going to give up”, he said with a smile. “I saw a moment’s worry in her eyes, but she got past it and I’m very proud of her”.
When we ask Nochapiq if she has ever failed to wrap an object, her answer couldn’t be any clearer: “Not once!” She quite rightly reminds us that she is “happy” to be here and that she is “having fun”. Last up was French Theory’s founder Aurélien Armagnac, who chose to have his passport wrapped in ribbon. A surprising choice? Not really, more a symbolic one as he no longer needs to travel abroad. He is more than happy to stay here in this unique, multifaceted venue where people can meet and exchange and which now plays host to some of the most stimulating artists of our times.
© Mohamed Khalil
All of these ribbon-wrapped objects will be on show at the Galerie d’Art Joyce (168 galerie de Valois, Paris 1er) from February 22nd. .
Nochapiq will be presenting a new performance on the 15th (11 am-7 pm) and 16th February (12 pm-6 pm) at Heureux Les Curieux (23 rue du pont-aux-choux, Paris III) where she has been invited by the editorial team from’1 epok formidable, and the webzine’s director Anne Eveillard who have taken over the venue.