After studying law and political sciences, Frédéric Laffy shunned a career at the Paris Bar to create the Ateliers Frederic Laffy with the dual ambition to support artists financing needs and reposition contemporary art in its most natural place: everyday life. Keen to open artists' creative field, Frédéric Laffy Workshops organize collaborations by providing artists with the skills and the sensibility of designers and craftsmen.
Since she was 11, Laetitia Maffei has spent all her free time in museums and galleries. After extensive studies in art history at Ecole du Louvre and Sorbonne University in Paris, she has worked for World Class Public Museums, the Centre Georges Pompidou, the CPIF, and for art market household names such has Sotheby's. Passionate about art, from the Antiquity to Present Days, with a sweet spot for paintings, she has sharpened her sight throughout her professional experiences and her tireless exchanges with artists. Never missing an exhibition, she thinks it is through knowledge of the past that one can understand the present and look to the future - and thus understand how a specific artwork is contributing to the overall History of Art.
Associated with Frédéric Laffy she won the competition to create the Musée Passager, a mobile museum commissioned by the Paris Metropolitan Area Council. Thinking of what should be a museum in the 21st century, an open-plan space, mixing disciplines and designed like a real space to live, they exhibited a mix of the most famous international artists, Bill Viola, David Hockney, Valérie Belin, Elias Crespin, and of contemporary creation rising stars: Alexandra Gorczynski, Sabrina Ratté Youcef Korichi, Thomas Lévy-Lasne...
They then realized that the next great artists are working with the digital medium and that their works are not suited to the traditional art market. Indeed, digital artworks are endlessly reproducible and do not match the characteristics of the art market based on scarcity and financial elitism.
In 2015 they created Laffy Maffei Gallery adopting a disruptive model inspired by American Conceptual Art (Sol LeWitt’s Wall Drawings) and the sharing economy. Laffy Maffei Gallery securitises artworks and pays collectors by selling custom made prints, which are the only physical existence of the artwork.
Operating a major revolution in the art market to suit the new digital creation, the value of the artwork is then based on its distribution rather than its rarity.