French artist Geoffroy Pithon is set to present a new immersive exhibition titled "The Four Seasons" at Frieze Seoul, marking the first time MAAT Gallery participates in the international art fair. The presentation, scheduled from Thursday to Saturday, will feature 19 new paintings along with a ceiling-to-floor wallpaper installation, offering an expansive exploration of botanical forms and abstract shapes across seasonal themes.
Pithon, 38, whose earlier exhibition "Botanique Murmure" was held at MAAT Gallery in Paris last fall, focuses on vivid colors and dynamic patterns that contrast sharply with recent trends in fashion, interiors, and art that have been dominated by muted palettes and "quiet luxury." His work challenges the traditional perception of French art as inherently understated, emphasizing instead a playful and colorful aesthetic. Paul William, founder and director of MAAT Gallery, described the Seoul installation as an “island of immersion” designed to engage viewers emotionally through color, which he said can have therapeutic effects.
Drawing inspiration from Antonio Vivaldi’s iconic set of four violin concertos, Pithon’s exhibition does not literally depict the seasons but rather seeks to evoke the rhythm and transformation of nature through painterly sequences that he likens to musical compositions. “Where does painting begin, and where does it end? It’s difficult to say because it never really ends,” Pithon explained in a recent interview, reflecting on the fluid and evolving nature of his artistic process.
Born in Angers and educated in graphic design at the École des Arts Décoratifs in Paris, Pithon spent nearly a decade with the design collective Formes Vives before shifting his focus to painting. He views painting as a way to engage with color and shape beyond the direct messages often required in graphic design. His process involves hand-painting on canvas, then digitally enlarging and layering sections to create large-scale screen prints, which serve as both individual paintings and wallpaper backdrops in the Seoul show. This technique creates a dialogue between the original artwork and its digitally reproduced elements.
Despite commercial success and collaborations with brands like Hermès and Sézane, Pithon acknowledges the challenges of being largely self-taught in a French art scene that traditionally values academic credentials. He embraces neon colors, often layered in his work, which some academic circles have historically dismissed as too loud or commercial.
Vincent Tuset-Anrès, founder of the Fotokino gallery in Marseilles and a longtime collaborator, praised Pithon’s energy and the vibrancy of his work, describing it as “full of color and energy” and “very alive.” Pithon aims to paint a world he wishes to inhabit and hopes to transmit the joy he finds in the creative process to his audience.
According to William, while Pithon usually adapts to market demands by creating smaller works, the Frieze fair offers an opportunity for him to fully express his signature immersive style on a large scale.