A short film supported by Galeries Lafayette, titled Two People Exchanging Saliva, has won an Oscar, marking a significant achievement in the intersection of retail and creative arts. The film, which runs for 36 minutes and is presented in black and white, was directed by Natalie Musteata and Alexandre Singh. This recognition highlights the potential for artistic patronage within the retail sector.
The film portrays a dystopian society where kissing is prohibited, and interpersonal interactions occur through ritualized slaps. The narrative centers on Angine, played by Zar Amir, who becomes intrigued by a lively salesgirl, portrayed by Luàna Bajrami. Their relationship raises eyebrows, particularly from a jealous colleague. The narration is provided by Vicky Krieps, adding depth to the storytelling. After premiering at the Telluride Film Festival in September 2024, the film gained traction on the festival circuit, garnering multiple awards before securing the Oscar.
In an interview, Guillaume Houzé, image and innovation director at Galeries Lafayette, expressed his excitement about the film’s success. “It’s amazing news for us, for all the team,” he stated to WWD. The film had previously received a number of accolades, including the grand jury prize at the AFI Fest in Los Angeles and awards for best in block at the SCAD Savannah Film Festival, as well as the Canal+ national and national audience awards at the Clermont-Ferrand International Short Film Festival.
The film’s absurd premise was a significant draw for Houzé and the Galeries Lafayette team. “They came with this amazing idea and this topic. It’s an absurd premise, but what a poetic and beautiful way they managed to do the film,” he remarked. He emphasized the film’s ability to convey a message of hope, particularly in a world that often appears senseless.
Galeries Lafayette’s involvement began early in the film’s development. The project was produced by Misia Films, and the filmmakers benefited from the “By Night” initiative, which grants artists funding and access to unique locations. This collaboration allowed the team to film in the department store during late-night hours, providing a distinctive backdrop for their narrative.
The company has a long history of supporting the arts, a commitment Houzé described as being “part of our DNA.” Over the past 130 years, Galeries Lafayette has positioned its flagship locations as venues for cultural experimentation, not just shopping. Recent initiatives include establishing the Fondation Lafayette Anticipations, a contemporary art institution in Paris, and forming partnerships with film festivals and emerging creators.
The partnership with the Clermont-Ferrand International Short Film Festival, which Galeries Lafayette joined as a partner earlier this year, illustrates the company’s ongoing commitment to supporting the arts. “We’ll continue to support films,” Houzé affirmed, underscoring the strategic importance of engagement with cinema and short films.
Following the Oscar win, Houzé indicated that the company is exploring ways to celebrate this achievement within its stores. One idea includes showcasing a replica of the Oscar, or ideally the actual award, in the flagship location on the Champs-Élysées.
After a year of campaigning and festival participation, the filmmakers may take a brief respite before planning their next steps. Houzé noted that the team would decide on their future strategy in the coming days, suggesting a moment of reflection before embarking on new projects.
This Oscar win not only showcases the ingenuity of its creators but also reinforces the role of retail giants like Galeries Lafayette in promoting artistic expression and cultural discourse.