Art Basel Announces Name + Directors of New Paris Fair

By Sam Gaskin

March 25, 2022

Art Basel’s Paris fair, which launches at the Grand Palais Éphémère in October, will not be called ‘Art Basel Paris’.

During a public competition organised by the Réunion des musées nationaux to host the contemporary and modern art fair, they were told that such a name wouldn’t fly. The city had to come first.

Instead, it will be called ‘Paris+, par Art Basel’. …

The addition of a ‘+’ to brand names is trendy, especially among streaming services such as Apple TV+, Disney+, and ESPN+.

‘The value of + is that it implies more, better, premium, without being specific as to content, scale, or degree of premium-ness,’ explained Maria Cypher, creative director at naming company Catchword, speaking to Time in 2020.

But its vagueness is also a downside, as Catchword’s co-founder Laurel Sutton told Fortune in 2019.

‘It doesn’t tell you what you’re getting; it doesn’t say why it’s different,’­ Sutton said. ‘It’s just adding a superlative on the end—like saying “ultra” or “supreme” or “better”.’ …

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