& FRÉDÉRIC LAFFY
Laetitia Maffei and Frédéric Laffy created Laffy Maffei Gallery to propose a disruptive model grounded in American conceptual art (Sol LeWitt’s Wall Drawings) and blockchain technology. Laffy Maffei Gallery securitizes artworks and pays collectors by selling custom-made editions, which are the only physical entities to materialize artworks. The gallery thus operates a radical shift in the art market to suit the needs of the emerging digital art scene; the idea being that the value of an artwork depends on its distribution rather than its rarity.
From the age of 11, Laetitia Maffei spent all of her free time in museums and art galleries. After pursuing extensive studies in Art History at prestigious Parisian institutions, the Ecole du Louvre and the University of the Sorbonne, she worked for world-class public museums, including Centre Pompidou and the Centre Photographique d’Île-de-France, as well as the auction house Sotheby’s. Passionate about art, from Antiquity to Modern times – with a soft spot for paintings – Laetitia developed a sharp and critical eye through her professional experiences and countless exchanges with artists. Laetitia firmly believes that knowing the past allows to understand the present and imagine the future – a conviction that helps her to envision how specific artworks can contribute to the making of Art History.
Frédéric Laffy studied law and political sciences. He shunned a career at the Paris Bar to create the Ateliers Frederic Laffy, with the dual ambition of supporting artists’ financial needs and of reinserting contemporary art within its most natural habitat: everyday life. Keen to open up artists’ creative field, Frédéric Laffy Workshops organized collaborations with designers and artisans to enlarge artists’ set of skills and appreciation of materials.
In 2013, Laetitia Maffei and Frédéric Laffy won a competition to create the Musée Passager, a project for an itinerant museum initiated by Paris’ regional administration. Frédéric and Laetitia rethought the role that a museum should play in the 21st century. The latter involved an open-plan space designed like a lively home, and where they could show a mix of disciplines. Within this itinerant museum, the duo exhibited works by artists of international acclaim such as Bill Viola, David Hockney, Valérie Belin and Elias Crespin, as well as rising contemporary artists.
Laetitia and Frédéric realized that tomorrow’s most celebrated artists are already working with digital media. They believe the traditional art market is now obsolete for it values scarcity and financial elitism while digital artworks are by nature endlessly reproducible.