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Urban Signature, du street-art sur mesure

29/03/2018 Adrien Lefin

Considéré comme vandale jusqu’à la fin des années 90, le street-art s’invite depuis une vingtaine d’années dans les galeries parisiennes et gagne les intérieurs. Urban Signature, entreprise installée rue de l’agent Bailly, surfe sur cette vague et met en relation particuliers et artistes, pour créer des œuvres sur-mesure.


«Je suis assez gêné quand je parle de mon travail. En tant qu’artiste, on n’a pas forcément le sens du business.» Toc Toc est un jeune street-artiste. Ses «Duduss», caricatures de personnages de la culture populaire, fleurissent sur les murs de Paris. Pour monétiser son activité, il s’est associé à Urban Signature, entreprise de street art sur-mesure, créée en 2017 par deux jeunes Parisiens.

Après une école de commerce, Eliott et Warren Buisson, tous deux passionnés par les graffitis, décident de se lancer dans le business de l’art urbain. «On est de purs parisiens. Depuis les années 90, on a vu le street-art prendre de l’ampleur. Au fil de nos rencontres avec des artistes de la première génération comme Jérôme Mesnager ou Mosko, on s’est mis à collectionner», explique Eliott.

Installés au 3 rue de l’agent Bailly, les deux frères décident de créer deux showrooms dans des appartements aménagés du même immeuble, où ils disposent des œuvres de leur collection en situation d’intérieur. Le but, permettre aux potentiels acquéreurs de se projeter dans leur propre habitation, et ainsi se démarquer des galeries d’art traditionnelles.
 

Deux appartements ont été aménagés pour servir de showrooms (©Adrien Lefin/D9).
Deux appartements ont été aménagés pour servir de showrooms (©Adrien Lefin/D9).

A la commande
«Les street-artistes ont des visuels bien identifiés, notamment grâce à Instagram, précise Elliott. Nos clients sont des jeunes collectionneurs qui suivent les artistes sur les réseaux sociaux, ou d’autres plus aguerris qui ciblent certains artistes avec lesquels on travaille.»

Avec son frère, Elliott sert d’intermédiaire entre ces acheteurs et les artistes avec lesquels ils collaborent : «Le client propose un projet d’œuvre qu’il aimerait qu’un artiste réalise sur une surface donnée (palette, tôle, toile…), puis on soumet le projet à l’artiste qui doit le valider.»

La réalisation d’une œuvre sur-mesure doit aboutir sur un consensus. Les contraintes techniques et les propositions de l’artiste, soumises au client, peuvent modifier légèrement le projet initial. Il arrive aussi qu’un artiste ne souhaite pas collaborer à un projet. «Si on me demande de faire Justin Bieber qui passe le balai, ça m’embêterait. Je ne veux pas faire quelque-chose qui ne me plait pas», confie Toc Toc.

De 150 à 20 000€
Outre les particuliers, Urban Signature s’adresse aussi aux entreprises, «qui peuvent défiscaliser leur bien et payer moins d’impôts.» Ainsi, les deux frères Buisson proposent l’acquisition d’œuvres sur-mesure à des budgets plus ou moins importants.

Le prix de chaque création artistique dépend de sa complexité, de sa dimension et de la cote de l’artiste. «On propose des œuvres à tous les prix, de quelques centaines d’euros pour des artistes qui commencent à émerger à 5 000, 15 000, voire 20 000 euros pour des artistes plus "bankable" comme M.Chat, Fernando Costa ou Zest
 

La cour de l'immeuble sert parfois de lieu de création (©Adrien Lefin/D9).
La cour de l'immeuble sert parfois de lieu de création (©Adrien Lefin/D9).

Le street-art quitte la rue
Barbara, collectionneuse, a commandé un «Duduss Spiderman» de Toc Toc pour son fils, et un panda stylisé d’Ardif pour son salon. En acquérant des œuvres correspondant à sa demande, elle reconnait avoir eu «l’impression d’avoir travaillé directement avec les artistes».

C'est un fait : autrefois antisystème, le street art se démocratise et quitte la rue. Ce qui soulève des questions sur son possible dévoiement. «Il y a cinq ou dix ans, beaucoup disaient que c’était hors de question de se laisser récupérer, mais aujourd’hui ça a changé, avoue Elliott Buisson. Les artistes vandales des années 90 ont atteint la cinquantaine et se sont rendu compte qu’ils pouvaient vendre dans les galeries et gagner leur vie. Les nouvelles générations, elles, ont fait des écoles de graphisme et savent qu’elles peuvent en vivre très rapidement.»

Juliette Cléraux, chargée de projets artistiques et culturels à la galerie Artistik Rezo, corrobore : «A toutes les époques, il y a eu des commandes artistiques. Le street-art ne fait pas figure d’exception. On a une image des street-artistes comme de personnes très libres, mais les commandes sont pour eux un moyen de vivre, et de pouvoir continuer à agir dans la rue.»

Adrien Lefin

Infos pratiques
Où ? 3 rue de Bailly, 75009 Paris
Comment s'y rendre ? Métros Notre-Dame de Lorette (Ligne 12), Saint-Georges (Ligne 12), Pigalle (Lignes 2 et 12)
Contact : 07 61 04 03 55



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