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Vitality

In: The Brand Strategist’s Guide to Desire

Author

Listed:
  • Anna Simpson

Abstract

In 1946, just after the Second World War, Pablo Picasso was staying with his lover Françoise Gilot in Antibes, a town on the French Mediterranean coast, built on the foundations of an Ancient Greek city. He got lucky: the curator of the Château Grimaldi – a family mansion-come-museum, containing some plaster casts and relics from the days of Napoleon – offered him the use of the top floor as a studio.1 There, Picasso did a painting which he called La Joie de Vivre. The scene harks back to ideals of the good life as imagined by the Ancient Greeks – a pipe-playing fawn, a dancing nude, prancing goats – set against the staples of a 20th century sun-seeker’s paradise: a sandy beach, blue sky, and a boat on the horizon. As Picasso’s painting illustrates, how we feel and express an appetite for life varies across time and cultures, as well as from person to person.

Suggested Citation

  • Anna Simpson, 2014. "Vitality," Palgrave Macmillan Books, in: The Brand Strategist’s Guide to Desire, chapter 0, pages 108-135, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35182-1_5
    DOI: 10.1057/9781137351821_5
    as

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