Relaxed and enthusiastic. The director of the Grimaldi Forum has been overseeing the operations of this major Monegasque venue for the past 25 years. Instrumental in its early stages, serving on the first planning committee, she has continuously worked on the cultural programming whilst also fostering the event part: congresses, forums, in a word, business tourism. Thanks to the new spaces created within the Mareterra project, a new district built on the land reclaimed next to the Grimaldi Forum, the sector is now booming. This expansion was inaugurated in the presence of the Princely family within a grand evening celebrating the Grimaldi Forum’s 25th anniversary.
Today, the focus is on further improving the experience for exhibitors and speakers, organizing premium events with an international appeal, offering top-tier performances (the Monte-Carlo Ballets, the Monte-Carlo Symphony Orchestra, opera, theatre, musicals etc.) and exploring new horizons. An electronic music festival, for example. This could be a real game-changer, attracting new audiences to the Principality!
Hello Monaco: Where did the Grimaldi Forum adventure start from?
Sylvie Biancheri: Personally, I come from the finance industry. Having moved to the Principality after marrying a Monegasque man, I was then fortunate enough to take part in the Grimaldi Forum creation almost thirty years ago. On January 1, 1998, I thus joined the program planning team for the initially called CCE (Cultural and Exhibition Center). The success of business tourism inspired the emergence of yet another key area. Regarding the cultural programming, Prince Rainier wanted us to strive for excellence. “We must surprise without shocking,” he was saying. And that is what we have committed ourselves to.
HM: How did you manage to organize such prime quality exhibitions without actually owning any collections?
Sylvie: We started from scratch, as we didn’t have a name back then. We had to persuade major museum institutions into cooperating with us. It wasn’t easy to gain entry into this very demanding world. For this purpose, we enlisted renowned exhibition curators, experts in the themes we were choosing. We also benefited from our diplomatic connections, establishing relationships with prestigious museums internationally, with Prince Albert being our best ambassador in this regard. We thus managed to borrow significant collections from China, Egypt, and the Hermitage Museum in St. Petersburg, for some exhibitions that brought us a certain level of recognition.
Thanks to our expertise and the vast space available, each of our exhibitions is featuring a unique design, created around the artworks. We own an impressive 4,000 square metres with a ceiling height of 7.80 metres. That’s our strength. For some events, we were able to present artworks even the Centre Pompidou couldn’t afford to display in its galleries due to their size limit. Our “Extra Large” format enabled the featuring of the “Super Warhol” exhibition which was thus a chance to showcase some very large formats that very few other institutions could exhibit at the time. This space thus allows us to create truly unique exhibition layouts. This is the asset that, in a way, defines our signature style.
HM: Every summer, you surprise us indeed with the new layouts, always bringing something exceptional. Is it this very distinctive style that helps you export your exhibitions abroad?
Sylvie: I think it certainly adds real value. We always offer a fresh perspective. The Grace Kelly exhibition in 2007 was one of the first to be exported internationally. Having toured 15 destinations, it attracted over one million visitors worldwide! The “Queens of Egypt” tour to Tokyo and Osaka, “Russian Avant-garde from Chagall to Malevich” in Madrid, and “Bacon” in Bilbao then followed…
HM: A great success indeed! But how do you adapt these exhibitions to smaller venues?
Sylvie: We manage to scale the exhibitions down so that they can fit into smaller spaces, often within 1,000 square metres. The essence is preserved. We maintain the overall structure while adapting to the size available.
HM: These exhibitions have but one drawback: they are very short…
Sylvie: That’s true, and they are becoming shorter and shorter still… A few years ago, we used to run until mid-September. That’s the price of a success! My job is all about finding the best possible compromise between the cultural programming and business events. That’s why we have to adhere to certain dates. There are fewer business events in the summer, and more visitors. Thence the choice of this period.
HM: Business tourism does indeed play a major role for the Grimaldi Forum. But the Mareterra extension has now given you new spaces…
Sylvie: Indeed, but we can’t use these additional 6,000 square metres for exhibitions as they don’t meet museum standards… Still, we now have a few more natural-light-bathed and adaptable spaces that can be used as exhibition halls or meeting rooms when needed. This flexibility is a clear advantage for conferences and business events.
The building was delivered to us last December. We started using it as early as January, first hosting Milwaukee, the American power tool company. 6,000 participants attended that first event! We are now giving ourselves three years to fully optimize these new facilities. Think of all the trade shows related to luxury, sports, high technology and the medical field, coming from France, the United States, Italy, Switzerland, Germany and Scandinavia…
We are doing everything we can to further develop this sector with it also supporting the hotels, restaurants and shops in the Principality, generating approximately 80 million euros in indirect economic impact. Monaco is not just a seaside resort. It is a country, admittedly small in size, where all stakeholders must be taken into account.
HM: Regarding the future, you are planning the “Monaco and the Automobile” exhibition next year and a major Magritte retrospective in 2027. The first choice is a bit surprising…
Sylvie: The automobile history is very closely linked to that of Monaco! Everyone knows about the F1 Grand Prix… Furthermore, some vehicles are as valued as true works of art. Remember the Harley Davidson exhibition at the Guggenheim in the 2000s? A huge success! This exhibition will be a special event, covering all aspects of the automotive world, inspired by classic car shows… I have no doubt it will attract a large audience. We must remain open to all forms of creativity. Thence the choice of the Louboutin exhibition three years ago. Our guiding principle being open-mindedness.
After the automobiles, we will celebrate fine art with Magritte. It will be a major, truly memorable retrospective exhibition.
HM: Which exhibition particularly impressed you?
Sylvie: Truly original and inclusive, the one we held this summer. An undeniable success, the “Colours!” attracted all kinds of audiences. We thus welcomed 75,000 visitors of all ages. This interactive exhibition delighted even toddlers, some as young as three or four years old! That’s what we are aiming at… engaging the widest possible audience, including the youngest ones.
HM: Tell us more about your CSR (Corporate Social Responsibility) commitment…
Sylvie: Our commitment is very strong. Our CSR policy was recognized by several international certifications. Our building is naturally eco-friendly, heated using seawater thermal energy. Pumping seawater at 16°C from a depth of 80 metres, we are avoiding over-heating it in winter or over-cooling it for air conditioning in summer. With our roof covered in photovoltaic panels, we are the first solar power plant in the Principality. All energy we use is green. We sort all our waste, distributing any leftover food from cocktails and dinners to charities and to our staff. This way, we recycled three tons of food last year. Representing the Grimaldi Forum, we must uphold the values of our Sovereign. And we strive to be as exemplary as possible in terms of CSR.
HM: Do you have a dream? What would you like to achieve?
Sylvie: I would love to hold an electronic music festival in the winter. We host ballet, opera and musicals… but I believe this would be very appealing to the young audience. We need sponsors however. I went to Ibiza to visit an amazing new venue, drawing inspiration for this future event’s atmosphere.
I’m a “Madame Plus.” My goal is organizing more and more events and attracting even more visitors to our exhibitions.
HM: Do you have hobbies?
Sylvie: I really enjoy travelling and visiting museums and exhibitions. It gives me new ideas for the Grimaldi Forum. You always need to see what’s happening elsewhere, cultivating an open mind.
