From the centuries-old house to the agile startup, from the cultural hub to the most precious crafts, from the video game to the international ambition to the immersive theater to be experienced on the sly... One of the talents of French creativity is knowing be embodied at all levels and for all audiences. The proof by five.

Doing the splits brilliantly is very French Touch. The public was able to experience it, at the Maison de la Mutualité, during the last edition of “We Are French Touch”, living live experiences as much virtual as real, as astonishing as new, all carried by the excellence of French know-how. A participatory workshop to poetically introduce yourself to embroidery, a surrealist visit to Gaudi's workshop in the presence of the master, a theatrical banquet placed under the sign of the ecological crisis... A tour of the new things that the public could test during this edition.

19m: the fairy fingers of the workshop

The work? As part of the restoration of the Palais Garnier, the Paris National Opera invited the artist JR to dress the scaffolding. After a photographic collage representing a trompe-l'oeil cave in September, a change of scenery in November with an interior view of the cave, now dotted with thousands of embroidered handprints collected as part of the “Mano Habilis” workshop. » imagined with Atelier Montex. Everyone is invited to apply ink to their palm, affix it to a stretched fabric, then try embroidery on the print to take home at the end of the workshop. The public? Everyone ! Amateurs, curious, craft lovers, apprentices, schoolchildren, artists, families and associations, from 7 to 77 years old. Shake up tradition? By inviting all audiences to learn and thus contribute to adorning the decor of a grandiose show. A message ? Promote the artistic professions of fashion and decoration, enrich them, perpetuate them through transmission.

Ubisoft: a “chore” on Rameau at the Château de Versailles

The concept : Integrated into “Just Dance 2024 Edition”, “A Night at the Palace of Versailles” is a “ map » (dance) encompassing music, choreography, sets, coaches, costumes… Players all over the world can dance in the heart of the XNUMXth century in emblematic places of Versailles and discover the “ hits musicals” of the time. The audience: Beyond geographical, cultural or even social borders! A program of events is also aimed at those who are unable to attend, the experience having been created as part of the Cultural Olympiad. Innovate… : Here is a bold fusion between the world of video games and cultural heritage. There we find, for example, a pop arrangement of “La Marche pour la Cérémonie des Turcs” by Lully and “Les Sauvages” by Rameau… And shake up tradition: “ Just Dance” is a new illustration of a meeting that might seem improbable between video games and historical heritage. For some time now, Ubisoft has sought to reinvent tradition with “Assassin's Creed”, often the gateway to history for “gamers”. A message ? This hybridization of skills, this improbable marriage between worlds that are a priori so different, is due to the work of the teams from the National Center for Cinema and Animated Images, Versailles and Ubisoft, brought together by a true spirit of openness and innovation, a lot of curiosity and also the desire to have fun.

Crumble Production: reinventing yourself through immersive theater

The concept : In the immersive theater, spectators wander around to meet the characters. The spectator will be able to make himself invisible through his mask and sneak around like a little mouse to witness scenes. Experience and feeling are at the heart of the experience. The audience: All audiences and all ages, and in particular people who want to get out of their comfort zone. Innovate…  The spectator's relationship to the stage, to the acting and to the story changes. The viewer once again becomes the center of attention in creation. But nothing new: it’s been around forever! In the Shakespearean era the audience interacted with the stage. Except the technological advances which make it possible to create hybrid experiences (IRL and virtual). … And shake up tradition : The way the play is designed is not the same: several scenes can be played simultaneously. We therefore need 360° writing and specific staging so that the viewer understands the story even if they don't see everything. The space and decorations also allow the theatrical experience to be taken even further. A message ? Immersive theater is an innovative lever for bringing unique emotions and experiences to the public. It creates an emotional attachment.

Awen: experimenting with “creative confidence” with AI

The concept : Awen is the collaborative assistant that supports creatives, from ideation to production, in text, image, video, 3D and audio formats. The audience: In fashion, design, marketing, artistic direction, strategic planning... In short, any creative and strategic team working on the emergence of a concept. Innovate… Generative AI helps train foundation models for text, image, video, 3D, and audio based on user data to personalize them. It also makes it possible to secure the training of models in order to protect the intellectual property of users and generate content in a multimodal and collaborative manner. … And shake up tradition: By improving the creative experience, at the concept creation stage, by maximizing the chance factors inherent in the creative process. But artificial intelligence always remains under the control of the user and simply provides perspectives. A message ? Stimulate our creativity thanks to the concept of “creative confidence” theorized by Tom and David Kelley, founders of IDEO. That is to say the ability to come up with new ideas and the courage to try them.

Gédéon Programs: becoming a student of Gaudi

The concept : “GAUDI, L'Atelier du Divin” is a 17-minute narrative and collective virtual reality experience that immerses visitors into the master's universe through the discovery of his missing workshop, entirely reconstituted in 3D as close to reality as possible. .  The public ?  All audiences from 8 years old, with family, friends… Innovate… Thanks to a turnkey device, light, autonomous, easy to install and use. The system is equipped with a dedicated platform: an application which acts as a remote control and which allows a mediator to control the experience sessions with ease. … And shake up tradition: Because it is Gaudi who tells his story, the visitor being his workshop assistant, he learns his working methods. Collective virtual reality also allows for a unique social experience: visitors can interact, communicate, see themselves in the form of avatars that follow their body movements in real time. They are embodied, they live the story. This format significantly humanizes the principle of immersion experience in a virtual universe. A message ? Technologies have reached a remarkable stage of maturity and new forms of playful, narrative, informative, inclusive and magical experiences are now possible.

Relive the We Are French Touch 2023 edition event