IN CONVERSATION WITH TURBULENCE CONCEPT

interview by JOIAH LUMINOSA

Situated in the heart of the French Alps, Méribel has long been a top-tier destination for mountain enthusiasts and skiers alike. Renowned for its breathtaking alpine scenery, charming wooden chalets, and warm, welcoming atmosphere, the town embodies the perfect blend of natural beauty and cultural allure.

It was here, in the late 1970s, that Turbulence Concept was born—a visionary initiative aimed at uniting kindred spirits from the worlds of art and sport. This unique hub quickly became a pillar for innovation, celebrating creativity and pushing boundaries.

Today, the legacy of Turbulence Concept thrives under the supervision of Geoffroy Munier, son of its original founders. An avid lover of board sports and a passionate art enthusiast, Munier is on a mission to expand the brand’s vision, collaborating with artists from across the globe to elevate its impact and reach new heights.

How did the original Turbulence Concept store, created by your parents in the late 70s, influence the rebirth of Turbulence in Meribel?

Turbulence Concept was launched in Meribel at the end of the 70s. It was the expression of a desire from my parents to bring together in one place everything that could stimulate their curiosity and taste. They started even before the notion of 'Concept Store' was created (1991). This avant-garde dimension appealed to many at the time and their boutique became a meeting point for the growing number of actors, singers, and F1 drivers visiting the resort. Turbulence thus contributed to the golden age of Meribel and Courchevel - from the fashion shows at Les Saint-Pères to the opening of La Mangeoire, I grew up with all these kinds of anecdotes. They gave me a love for the mountain, a passion for board sports, and a strong curiosity for fashion and art in general.

In reviving Turbulence, it was natural to ensure a form of continuity - the design of the 70s space-age venue, the few archive images, and our philosophy of festive creative R&D fulfill this role. To preserve the avant-garde heritage, the historic concept store has become a creative hub comprising a bar and a boutique/gallery space. From clothing curation, we now develop atypical projects in collaboration with artists, designers, brands, and enthusiasts. We kept the same address - Galerie de Cîmes, Meribel. And as a result, our venue has become a generational crossroads. The legacy of Turbulence is undoubtedly a reservoir of ideas and motivation to continue creating and celebrating.

What aspects of the 70s space-age style are most prominent in Turbulence’s current design and atmosphere?

We worked hand-in-hand with Ohne Butter, mid-century modern design dedicated collectors, to create a time-immersive experience. The authenticity of the 70s space- age style is tangible throughout our selection of signed furniture which underline the creative freedom from this decade. Shapes, colors and lighting interact with our 1/1 Palladium audio system to give the space its unique, resolutely 70s feel.By fulfilling its function of creative hub, the 70s space-age style acquires a living dimension. Turbulence is a place of interactions between people, objects and music - a creative laboratory open to everyone.

Can you elaborate on some of the unique collaborations Turbulence has undertaken this winter?

This winter, we set up 15 projects. These include the Shane McClatchey painting residency with the support from Noah Clothing. Shane lives in Laguna Beach, California. His paintings revolve around the ocean and its complex reflections and colors, as well as its atypical subjects. I was curious to see how Shane would paint the mountains and prove that these two worlds are not so radically opposed. Shane came for 2 weeks in January, and we turned our boutique/gallery into a painting studio for this occasion.

Noah clothing supported the project with the production of 72 T-shirts designed by Shane. People coming to Turbulence were happy to see him painting, have chat or even enjoy a drawing lesson over a drink at night. The residency ended with the exhibition of his exclusive and structuring paintings.

Perfect Designs film ICE HARD LEATHER in collaboration with Korua Shapes

Following Shane McClatchey's residency, we shot ‘ICE HARD LEATHER, a film in collaboration with Perfect designs._ and Korua Shapes. It’s an experimental, aesthetic and contemplative short film. It's a timeless western that takes an unconventional look at snowboarding. It's a visual and musical experience aligned with both artistic directions of Perfect Designs._ and Korua Shapes. The world premiere was held at Turbulence in Meribel in March. The entire film team gathered for a festive screening and corduroy snowboarding sessions. An exhibition was held throughout March, with on-site screenings.The film has been premiered in Tokyo on the occasion of Perfect designs._ and David Black book release with Riomar McCartney. It will also be screened for Korua Shapes 10 year anniversary event at Riders Hotel in Laax. We are planning other premieres throughout this winter.'

Korua is releasing 3 films before winter and Lucas from Perfect designs._ released one so we decided to postpone a little bit the release and organise more premiere events because these are working well with the special shapes, printed photos, live performances etc.

The Party Athletes project in collaboration with Kappa was an opportunity to imagine a unique ski capsule associated with a global photo/video campaign. It also saw the creation of exclusive artworks by Luis Westrick and a limited edition soccer jersey. Turbulence and Kappa's vintage heritage also led us to work on a re-edition of the iconic Atlanta Olympics tracksuit. The talents involved in the project - Joiah, Hughes Theron and Rory Macluskie - our party athletes, shared sessions on the slopes, organized an outdoor audio experience at the top of Col de la Loze and played at Turbulence for the opening of the Kappa Turbulence Club.

Heky Lee illustration project

Heky Lee, known as Hekysack, is an illustrator based in Seoul. Her work revolves around outdoor lifestyle with humor and ingenuity. Her atypical illustrations fit in perfectly with Turbulence's philosophy. Heky has produced exclusive illustrations for Turbulence, which we have featured in our space. We're very pleased with this project that paved the way to the UFO sighting program.

Lord Kossity showcase and Grand Valeryon champagne launch

After a 10-year break, French rap legend Lord Kossity has announced his return at Turbulence. For 10 years, Lord Kossity worked on the launch of his champagne brand, Grand Valeryon. He also worked on 3 albums to be released in 2024. We were delighted to meet Lord Kossity, work on a photo project and an interview together in addition to his memorable show.

Can you share more about Shane McClatchey’s reflections on drawing parallels between snowboarding and painting during his residency?

Beyond his talent for painting and drawing, Shane is a lifeguard and surfer. Guiding Shane through the mountains so he could paint at the top, we were able to share various snowboarding turns that echoed in his way of painting: ‘Seeing Fast and Slow - Overloaded with light, color, and speed, feeling the shape of the ground with my feet and my eyes, both the board and the paintbrush asking the same question: how can the line be drawn? How should a line be drawn? What makes a shape beautiful? In Life Drawing class I talk a lot about line quality as it relates to the gesture - fast and slow, lightness and heaviness, soft vs sharp. Rhythm is important. Drawing our way down the mountain gave me a new perspective on what a pencil is for. In the end, the more I worked on this painting, the lines disappeared. The viewer decides the perfect line to draw their way down, a little different each time. (...) The interaction of light and shadow on the surface of snow told me a lot about what I see but also how I see it. The collision of light and shadow describes form in a way that allows us to navigate.

Whether it’s with a paintbrush or a snowboard, looking at the peaks in the distance or the ground rushing below my feet, we need shadows to define the light and light to define the shadows. As much as the mountain is an ocean of frozen waves to carve into pieces with a board or skis, it is a playground of light and color, compressed values and stretched edges to cut into shapes and lines with a paintbrush. Chasing Geoffroy down the mountain and tracing his lines was one of the best lessons in drawing that I never got at art school.’ Shane McClatchey

I remember the evening he told me about what he'd just discovered. We talked about it for a while before discovering that one of the Korua Shapes boards is called the 'Pencil'. The links between the different projects sometimes make us smile, and that's how the poster for the Drink&Draw we later organized in the bar came from.

How do you select the artists and brands you collaborate with for your projects?

The people involved in the projects must be both deeply enthusiastic and willing to let their creativity destabilize them. This means working with artists and brands who are willing to experiment and surprise themselves in order to innovate.
The origination of projects is the result of meetings, research and travels of the mind. Then it's a matter of selecting ideas until one is powerful enough to be clear and exciting for everyone involved in the project.

How does the dual-level design of Turbulence, with its bar and gallery/boutique, enhance the visitor experience?

Thanks to our two-level structure, the venue can fully play its role as a creative hub. Our bar is a welcoming, energizing meeting place. Our boutique/gallery space upstairs is a laboratory where people can spend hours discussing, composing, and getting inspired. We like to describe it as a three- dimensional mental space.

The two floors interact. People can find themselves on the first floor randomly, surprise themselves by spending a few hours there, then have a drink at the bar and ultimately stay there until closing time. Traffic can also flow in the other direction. People with a passion for music and the atypical dimension of the place gradually became interested in what was going on in our Creative R&D Department. The space is modular and can be renewed in its entirety as collaborations take place. Each new project is an invitation to rediscover the two floors, which are different ways of engaging with the projects presented.

What role does the unique sound system in the bar play in shaping the ambiance of the venue?

When we relaunched Turbulence, we made the festive side a priority, so the question of the sound system came up very early on. I discovered Palladium audio at Bambino in Paris, the bar with the best sound system in the French capital according to Traxmag. Then I met William, the founder of Palladium Audio. He is an atypical person, and this is reflected in his productions. For our venue, William equipped the 2 levels with a 1/1 sound system. The low ceiling height makes the acoustics exceptional. In William's words, our sound system sounds better than the Bambino. In the words of Lord Kossity, our sound system is better than that of Les Caves - Courchevel.

Thanks to our sound system, the bar becomes a creative meeting place. The artists take turns every evening in our DJ booth, with a varied musical program – this is our looping center. The quality of our sound has become our signature at Meribel. The emotions shared in our venue, experienced as real turbulences, give sense to our name and ensure the continuity of the iconic evenings of the 70s and the 80s.

Could you describe the process of creating special scenography for each collaboration and how it transforms the space?

For every project, we imagine exclusive productions, and associated with these productions, a unique scenography with a launch event. In this way, our space lives to the rhythm of collaborations on both levels. It's a way for us to move from ideas to reality in the same place. By transforming our floor into an artist's studio during Shane McCaltchey's residency, it was possible to see several paintings come to life, chat with Shane as he progressed before his exhibition at the end of his residency.

In February, our venue became the Kappa Turbulence Club. Upstairs, it was possible to discover our exclusive ‘Party Athletes’ capsule. Our venue featured works created by Luis Westrick for the occasion, with a scenography in the spirit of Miami during the 70s. The bar featured a musical program in line with the project. In March, the venue was again transformed to present our film - Ice Hard Leather, in collaboration with Korua Shapes and Perfect designs._ . For the occasion, we organized a photo exhibition on both levels. Upstairs, we displayed the exclusive snowboards with the film playing on a space-age vintage TV. In the bar, screenings were held in the presence of the entire film crew.

Through these few examples, we can better understand the venue modularity, and how the projects define the contours of Turbulence.

How do you integrate the local culture and environment of Meribel into the events and artistic projects hosted at Turbulence?

As part of Meribel history, it is fundamental for us to ensure that Turbulence maintains a close cohesion with the environment in which the projects are imagined, realized and presented. All the projects produced in Meribel reflect this approach in their own way, contributing to outdoor culture and a deep love of the mountains. To give just one example, the snowboard film shot this winter was filmed entirely in Meribel.

We are organizing events in the resort such as the corduroy club snowboarding session or the audio experience at the top of Col de la Loze. We also support local culture at the bar, promoting Maison M spirits and La Fromagerie with our Cheese Melting Center. Turbulence is also here to support a network of local creative talents and enthusiasts. And when we're on the move, the same philosophy applies, as demonstrated by the exclusive projects we worked on for our exhibition at 0fr. Grande Galerie in Paris.

What are your goals for Turbulence’s future projects and collaborations, both in Meribel and internationally?

I'd like to keep experimenting with projects, surprise and gather curious and passionate people. In Meribel, I'd like to see projects that provide experimental inputs into mountain culture and help energize the resort life. Abroad, progress with the UFO sighting program with exclusive projects here and there. Shane McClatchey mentioned his transformative experience during his residency at Turbulence. 

How do you think the environment of Meribel contributes to the creative process for artists?

Meribel is located in the heart of Les 3 Vallées, the world's largest ski area. This historic resort has been shaped by Charlotte Perriand, the Albertville Olympic Games and all the great people who have contributed to its development. Meribel has attracted so many artists and talents because it offers endless inspiration and creative opportunities, whether it's walking in the forest, climbing to the top of the mountains, breathing the air, practicing mountain sports, embracing the changing weather, discovering the cuisine or meeting the people there. In Meribel, it's possible to find remoteness, peace and tranquillity, but also to share moments of conviviality with locals and international tourists.

Turbulence, located in the center of the resort, is a point of interaction with a public that takes the time to engage with the projects and bring a constructive eye to the productions. The venue's atmosphere, design and music also stimulate creativity and encourage artistic encounters. We make sure that we can assist the artists as much as possible, so that they have the smoothest experience as possible, allowing them to make the most of their art residencies.

How has the rebirth of Turbulence in Meribel reflected your personal vision for a creative hub?

I was looking for a place where you could spend hours after the slopes had closed. A place that was in direct touch with the mountain and could reflect its nuances by bringing together all the people who are sensitive to this natural space. I absolutely love seeing how available people's minds are in the mountains. They're open to discovering new things, meeting new people, taking the time to chat, reflect and enjoy an evening out. I want Turbulence to play an active role in Meribel life, as an intergenerational extension of what my parents started. A meeting place for people, artists, and talents. On-site encounters generate ideas for new projects.

When I was younger, I spent a lot of time in skateparks and skateshops. I dreamed of a place that would reflect the same values, open every day in winter, accessible to all, where you're stimulated.

How does Turbulence engage with the local community in Meribel and contribute to the cultural scene there?

Turbulence has become a meeting spot for locals, who are happy to find a constantly evolving venue with a varied musical program and events. They also have the opportunity to get directly involved in projects. David Andre, through a photographic residency, was heavily involved in all our winter 23/24 projects. The Meribel snowpark has also played a role in organizing Korua Shapes corduroy club sessions. We're delighted to support Korban.corp, a brand of handmade hats designed and produced in the valley, and to see this brand flourish, imagining projects with them. We applaud the involvement of Hugues Theron and Rory Macluskie in various projects. We support Jonas Skabar, our resident racer, in his career as an athlete. All our projects have been carried out in Meribel and aim to highlight the resort and the people who bring it to life. I'm thinking of La Fromagerie, Maison M, the Altiport and Altistore, the equestrian center, the Olympic skating rink and R’Meribel team. The creative hub dimension plays its part locally.

In what ways do you hope Turbulence will influence the broader art and design community internationally?

Turbulence may encourage the emergence of creative hubs with a project-based approach.
Perhaps our activity in the mountains will also have an influence on the outdoor culture that is also extending in the cities.

We are at once a bar, a boutique, a gallery, a studio, a production company, an events company, an art direction bureau with a singular history, and maybe tomorrow we will be something else. Turbulence changes with its projects, and each project has its own economy. Consequently, we don’t have a need for more volume or growth. We are proposing a new qualitative model that values our label, the ideas behind the projects and the people involved. Some of our productions are not even for sale. Perhaps this will encourage some players to support artistic projects rather than investing on conventional advertising.

Our creative freedom, which stems from the 70s, and our enthusiasm for the projects we build, will perhaps help to demystify the process of artistic creation, and invite people to try and create. Having the opportunity to see artists working during an art residency, or to interact with creative and talented people are extremely stimulating. In this way, I hope Turbulence can influence the world of art and design by promoting accessibility and interactions. It's an invitation to generate or experience turbulences, creative waves that are emotional, surprising, unforeseen, and never the same. 

FILM CREDITS:
talent LUCAS LECACHEUR
script & direction LUCAS LECACHEUR
dop ARNAUD MORO
editor LUCAS LECACHEUR & ARNAUD MORO
camera assistant THOMAS AMEN
producer GEOFFROY MUNIER
still photography DAVID ANDRÉ, THOMAS AMEN, THOMAS STOCKLI & AARON SCHWARTZ
stuns GEOFFROY MUNIER, THOMAS STOCKLI, AARON SCHWARTZ, MAYA & CAMILLE