Credit

Marseille, July 2025

Even when “beauty” is no longer the main focus of contemporary art, the gallery exhibition remains one of the most important vehicles for the aesthetic experience.
As a matter of principle, it is coupled with a sales area. Still, the latter is often discreet: prices are rarely displayed near the works, and gallery owners do not present themselves to visitors as traders but rather as explorers at the service of artists and art lovers.
There is no ambiguity here, as the name of the place, Fine Art Invest, leaves little room for doubt, nor does the web site of the company. What is on display is not a work of art, but rather the assertion that investing in contemporary art is a good deal for businesses and professionals.
In fact, the “investment” only materialises in the form of leasing. The magic of financial instruments allows us to “treat ourselves” while the public authorities foot the bill in the form of tax credits. Capitalism in its final stages is now flaunting itself without any fear; debt is for others.