15 AUGUST  2016. ImagineFrance – Atout France introduces Maia Flore

Atout France introduces a collaboration with the French Photographer-Artist Maia Flore for ImagineFrance – a fantastical Voyage. ImagineFrance is an original and out-of-the-ordinary collection of photographs reflecting the cultural heritage and monuments in France.  The collection will be available to view at a private showcase on 15 & 16 September at the Violin Factory.

Each year, hundreds of international visitors set out to discover the monuments, museums and festivals that are at the heart of the French cultural heritage. The richness and diversity of this heritage are major reasons for choosing to visit France.

Everyone recognises the strong interdependent relationship between tourism and culture; each supports the other, particu­larly when it comes to creating an attractive environment. In this context, it is essential to continually offer a fresh vision of this heri­tage, attractive both to repeat travellers and to first-time visitors.

To accomplish this, Atout France and the Institut Français have joined forces in order to offer a new, poetic and quirky look at French châteaux, museums and monuments. Calling on the ta­lents and fresh eyes of the photographer-artist Maia Flore, the two organisations have created the Imagine France exhibit, placing cultural sites and events centre stage. This traveling exhibition has moved around the world and has so far visited many cities in Asia, Europe and the US.

In order to create this photographic series, Maia Flore crisscrossed France to visit 25 cultural sites. In each place, the artist staged a different story, creating little vignettes starring the museum or monument in which she includes herself. As each monument is steeped in a different cultural and historical context, Maia Flore takes on diverse roles and personalities depending on the monument, museum or event to bring them to life in a surpri­sing way.

Thanks to the artist's talent, Imagine France is a unique exhibition that draws international spectators into a universe that is both familiar and unexpected. It is an invitation to discover, or to re-discover the formi­dable richness of French cultural heritage.

Imagine France – 15 – 16 September 2016

Violin Factory

Atout France has created a dedicated site featuring the exhibition and including videos clips on the making of the exhibit:

Imagine.france.fr

For updates on social media, use the hash tag #ImageFrance.

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For further information please contact
Anne Pedersen, Head of PR, Atout France
anne.pedersen@atout-france.fr  
Tel. 020 7061 6624, www.france.fr

About Atout France

Atout France - France Tourism Development Agency, is responsible for promoting the development of the tourism industry, the country's largest economic sector. Atout France's primary mission is to maintain a detailed and permanent system for monitoring and analysing supply and demand in the tourist market.  Atout France is also committed to promoting destinations and works with its partners to further tourism in France. This is achieved through marketing campaigns, online promotion and working closely with the travel trade sector. Atout France works in partnership with public and private organisations and companies involved in the tourism industry both in France and within UK & Ireland. Atout France develops its missions internationally through a network of 35 offices located in 32 countries. Atout France is represented in the UK and Ireland from its office in London, which employs 16 staff.

The Atout France Tourism and Culture Cluster, bringing together 51 tourism and culture professionals, is at the head of this project.