Olivier Massart

Making dreams come true

«I’m proud to have been born in a country of unparalleled diversity, beauty and history.”

By Maurice Gouiran

Olivier Massart is a dreamer, but he turns his dreams into the most amazing spectacles. It all began in the late 60s when he was a young photographer discovering the world of fashion and its shows, the models walking catwalks that were always in salons with no narrative and no staging. He immediately identified a need to bring the creations to life with sound and images, light and music, and also to tell a story, a different one each time. He wanted to liberate fashion and put it at the heart of people’s lives. And it worked! Because Guy Laroche and Paco Rabanne saw his potential and other designers followed suit.

Olivier Massart had just invented a new business! He founded La Mode en Images in 1981 and quickly established it as the go-to creative agency for art exhibitions and high-end events management, working with top names such as Louis Vuitton, Valentino, Yves Saint Laurent, Balenciaga, Gucci, Chanel, Loewe, Azzedine Alaïa, Dior, Paco Rabanne, Cartier and Piaget. He set up shop in New York, Shanghai and Dubai so he could offer his expertise to anyone anywhere in the world who wanted to realise their wildest dreams. Over the past 43 years the agency has conceived more than 8,000 fashion shows and major events, all memorable experiences that left their mark, visually and emotionally, on their time. His unforgettable Eiffel Tower centenary show was as immense as it was spectacular, a mark of his true genius that involved a team of…. 7,000 people!  A taste for the finer things in life led this art afficionado from Apt in the Vaucluse region to transform the Domaine des Andéols, which he owns with his wife Patrizia, into an exquisite showcase for his own collection. The luxury hotel comprises independent villas imbued with the colours, fragrances and lifestyle of the Provence of his childhood. Each has its own theme and individual design, set off by works of contemporary artists he has acquired over the years. This novel way of exhibiting a collection is a first for an art collector.