Since the liquor Absinthe was banned in 1915, consumption and advertising of alcohol has been under the scrutiny of advocacy groups and governed by very strict legislation.  From the very beginning of his company, Paul Richard had to think of inventive ways to promote the licorice flavored aperitif bearing his name. The art of publicizing a product while respecting the law is the focal point of “Ricard SA Depuis 1932,” an exhibition which looks at communication design currently showing at the Musee des Arts Decoratifs.

Our daily life is invaded by the omnipresence of logos, colors, graphics, text, figurines, packaging and objects all linked to brand names. Ricard’s color blocking drenched in intense primary tones had all of the elements to make an easy transition into contemporary art. Against a wall cluttered with a patchwork of Ricard logos, the visitor is immediately confronted with a selection of items created by renowned artists and designers: a compressed vehicle previously painted by Pierre Restany (for a  1968 expo at Beaubourg), a Rococo heart in an ornate Ricard box by Christian Lacroix, Gerard Scholowwer’s oil on canvas close-up of a couple’s hands while engaged in conversation.

Other rooms allow for reflection of simple objects created for the brand for use in cafes, bars and bistros, which we take for granted. Ashtrays, water pitchers, sugar containers, and even banners baring Ricard’s emblematic colors and logo suddenly take on a new meaning when featured in the context of an art expo.

Ricard SA Depuis 1932, La Musee des Arts Decoratifs. 107, rue de Rivoli. 75001. Tel : 01.44.55.57.50. Metro: Palais Royal, Pyramides, Tuileries. http://www.lesartsdecoratifs.fr   To  August 26, 2012. Open Tuesday-Sun 11am-6pm (Thursdays until 9pm). Admission: 9,50 Euros.