Artpoint: when digital art transforms our spaces and the way we live

Tell us about Artpoint and how it came to life.

Laurie Bonin and Julie Corver: Artpoint was founded in 2019, but its story began earlier, when we met during our studies—a meeting that literally changed the course of our lives. As early as 2018, we realized that digital art was pushing the boundaries of creative expression and unlocking new forms of emotion at the intersection of art and technology. We quickly recognized its ability to create sensitive and immersive experiences, as well as its potential to bring contemporary art into economic and cultural spaces, as well as everyday environments. Today, Artpoint is a digital art agency that connects the world’s most innovative brands and institutions with leading international digital artists to create inspiring and memorable experiences.

Laurie: Our ambition is to break down barriers around art and take it beyond traditional institutions, bringing it directly to audiences. Businesses, institutions, public spaces—we integrate artworks into the places people experience every day. We re-enchant these environments through a new generation of visionary artists who fully harness the power of digital technologies, networks, and virtual worlds. These artists are highly aware both of their ability to reinvent art and of the need to work alongside strong partners. We pursue a dual mission: supporting artists by providing new exhibition opportunities and revenue streams through copyright royalties, while transforming spaces into sensory experiences. Making this encounter possible draws on many disciplines: spatial design, technology, emotion, and storytelling.

Julie: Today, Artpoint represents more than 500 artists from 70 different nationalities, with a catalogue of over 10,000 artworks. The impact is real and measurable: being exposed to art at least once a month significantly reduces the risk of depression, and more than half of employees working in artistic environments report increased creativity. We are not a healthcare company, but we are convinced that we contribute positively… to health.

How would you define your partnership?

Laurie: There is such a thing as a professional love at first sight—and I experienced it with Julie. Our partnership is intense and constantly evolving. We are deeply aligned in our entrepreneurial vision and in what we want to build through Artpoint. Trust is a fundamental pillar, as are our different yet perfectly complementary personalities.

Julie: Our strength comes from this natural understanding, but also from our complementarity. There are areas where Laurie excels more than I do, and vice versa. The value we create is built first and foremost on our respective talents. We have learned to divide responsibilities very naturally by leveraging our strengths.

Has your business partnership changed your relationship?

Laurie and Julie: Not at all. We are friends both at work and in life, with genuine admiration for one another. We sometimes joke about being in a “professional marriage,” which says a lot about our mutual commitment. Close and complementary—that is precisely what makes our partnership so strong.

Is it still possible to innovate in a sector as established as contemporary art?

Laurie and Julie: Contemporary art can sometimes feel highly institutionalised, with well-established codes and practices. Introducing innovation—particularly through digital technologies—without falling into gimmickry is a real challenge. From the beginning, we have approached our work through the lens of value creation. We are not seeking to disrupt simply for the sake of disruption. Instead, we aim to build something sustainable and meaningful by identifying the most attractive distribution model for artists, venues, and audiences.

Julie: As surprising as it may seem, many avant-garde digital artists still lacked visibility within institutions that themselves claimed to be avant-garde. There was therefore a gap to fill and a new ecosystem to invent—one that could support these artists and promote another form of culture. Helping a new generation of artists emerge is also at the heart of our commitment.

Laurie: We want to appeal both to passionate art enthusiasts and to people who would not naturally walk through the doors of a museum or gallery. From the outset, our ambition has been universal, with a strong educational dimension. Some artworks may be complex, but Artpoint demonstrates that art can have a positive impact and create meaning both for artists and for those who discover their work.

What is your perspective on the rise of artificial intelligence in digital art?

Laurie and Julie: Digital art reflects the technological developments of its time, as artists have always embraced the tools available to them, questioning them and exploring their creative potential. This was true of 3D technologies, Internet, virtual reality, robotics, and now artificial intelligence (AI). However, AI is reshaping the role of the artist in the creative process and raises a fundamental question: what truly qualifies as art, and what does not? Artificial intelligence is part of this technological continuum, but it challenges us to reconsider the nature of artistic creation itself. In this context, Artpoint’s role is essential in making that distinction. We identify artists who use these technologies as genuine creative mediums rather than simple production tools. AI serves an artistic vision and a creative process.

Your project is built around a strong CSR approach. How does this translate into practice?

Laurie and Julie: Artpoint is now seven years old—an age often associated with maturity. Despite how far we have come, we remain a young organisation. We firmly believe that art can contribute to a more sustainable and inclusive future by raising awareness and fostering dialogue. Digital art significantly reduces transportation requirements and the use of physical materials, making it a relevant response to today’s environmental challenges. However, digital technologies are not impact-free. That is why, with support from Bpifrance, we have implemented an ambitious action plan to reduce our environmental footprint and obtained the Responsible Digital certification.

Julie: We are deeply committed to making Artpoint a credible player in the ecological transition within a sector that is still not sufficiently aware of these issues.

Laurie: This commitment, both internally and externally, is something we carry collectively alongside our clients, partners, employees, and investors. It is a profoundly collective journey.

More broadly, values seem to play a central role in your vision. How do you view the future?

Laurie and Julie: We are still young and highly focused on developing our business, accelerating growth, and strengthening our credibility. We are beginning to gain recognition in the art world, and this interview with Societe Generale—an institution we also admire for its remarkable contemporary art collection—is an important sign of recognition. We are convinced that values such as sharing, openness, social diversity, and environmental responsibility form the foundation of a sustainable business. They guide our journey as entrepreneurs—and perhaps as mothers in the future.

What advice would you give to people looking to start a business in a very established sector?

Julie: Create your own opportunities: dare to act, speak up, meet people, exchange ideas, and make mistakes. That is how you learn and avoid pitfalls. Our Master’s program director used to say, “Throw them into the water—they’ll swim!” He was right.

Laurie: And above all, do not wait until your project feels perfectly complete before getting started. The pursuit of the perfect project is often an illusion. Success is built by moving forward, taking risks, and sharing your ideas with others.