Mélanie Leroy
Interview with Mélanie Leroy
The day before the opening of the Maison&Objet fair and Paris Design Week, we met Mélanie Leroy, Managing Director of SAFI – which organises both events. She talked to us about young creators, female empowerment, the rise of concept stores, and historic sites hosting art installations, thus disclosing the richness of the programme proposed by these two key autumn events.
« With Paris Design Week, our goal is to democratize the sector and open it up to the widest audience possible »
In March 2023, you were appointed Managing Director of SAFI. Could you tell us about your career path?
Mélanie Leroy :
Having worked in several fields allowed me to grasp the essence Maison&Objet in all its complexity and develop a suitable approach. Six years ago, after holding various management positions in retail, marketing, sales and digital industries, where I worked in demanding, customer-focused groups, I redirected my career to tech. These different experiences allowed me to quickly grasp, with the help of my teams, the challenges faced by exhibitors and visitors. My idea was to develop the two specific aspects of M&O: its desirability through the deciphering of trends and its role as a business partner for professionals.
You’re in charge of Paris Design Week and the Maison&Objet fair, two highly-anticipated events: what are the challenges involved in organizing them?
Mélanie Leroy :
For Maison&Objet, which is held twice a year, we meet all the needs of the sector. Our customers come from all over the world – over 60 countries – and represent more than 2,500 brands. As for our visitors, 45% are foreign. The show’s impact is truly global.
With Paris Design Week, our goal is to democratize the sector and open it up to the widest audience possible. Although more and more people are interested in design, some still find it a little intimidating. We want to showcase new products, brands and trends, and to offer visitors a wide selection.
How does Maison&Objet support smaller companies and young designers in their development?
Mélanie Leroy :
We position ourselves as a springboard for emerging design talents, whom we support through 3 programs. The first one is called Future On Stage, which rewards French and international companies under 3 years old that are ahead of the game in terms of innovation, business and creativity in design. The second one, the Rising Talents Awards, is a prize awarded every session to the most promising young designers of a country. They must be under 35 years old and have founded a studio less than 5 years ago. For this edition, Scandinavian countries are in the spotlight. Finally, the third one, Paris Design Week Factory, promotes avant-garde design with 4 places in Paris: Espace Commines, Galerie Joseph Froissart, Galerie Joseph rue Turenne and Galerie Elia.
Tell us about this year’s theme for Maison&Objet, Terra Cosmos: how was it chosen?
Mélanie Leroy :
We drew on the expertise of Peclers Paris, the well-known creative strategy consultancy whose forte is the analysis of major global trends. This theme, Terra Cosmos, deciphers the new desires and expectations of consumers in search of global experiences. A cosmic vision of the future, yet firmly rooted in reality: this is what awaits you at the fair.
The Paris Design Week programme is packed, featuring over 400 addresses, galleries, showrooms and monuments in the capital, that have opened their doors to the public for the occasion. Are there any works of art, exhibitions or installations that have particularly caught your eye?
Mélanie Leroy :
The fair offers a unique opportunity to rediscover Paris through emblematic and historic places that open their doors with installations supported by Paris Design Week. Those include its famous “hotels” such as the Hotel de la Marine by Uchronia and Renard, the Hotel de Soubise with Lucas Huillet Fontaine, d’Albret via Muji mini House, and finally the hotel de Sully which Paul Cocksedge took over.
I also want to mention the Bibliothèque de la Ville de Paris with Village Palace, which was selected at the time by the PDW factory, our young talent detection unit. This proves that we give young creatives the chance to develop their careers.
What is your long-term vision for the development of your missions?
Mélanie Leroy :
For Maison&Objet, concept stores are at the heart of our concerns. They’re the very type of new business that mixes fashion, decoration, food, wellbeing, beauty… etc., doesn’t care about the seasons, and blends the universes we want to develop. They now exist in every country, and take different forms as they write the new rules of business. And it’s precisely at the salon that all these universes can now be found in the same place. We’re big believers in this. Interior designers are also major stakeholders in the developments and solutions we bring to them. It’s essential for us to offer them impactful pieces that will make their projects unique, in line with the offer presented at Paris Design Week. In fact, we showcase these impactful pieces at the Paris Design Week in the Maison&Objet animation areas, notably the “What’s New? In Decor” space. I’m thinking of Semeur d’étoile, Atelier Tortil and Alain Ellouz, among others.
The other area we are developing is female empowerment. Although everyone is starting to become aware of it, there’s still a long way to go. We have created Women&Design, a new network which ensures that women are internationally represented in the design and lifestyle sectors. Its mission is to identify, promote and facilitate global exchanges between women who are driving innovation, redefining standards and making a significant impact on this industry. We have also scheduled speeches by inspiring women who will share their advice and experiences on the topic.
Interview by Nicolas Salomon
Photos: Jean Picon
