On top : Photography of Corinne Bensahel, Artistic Director of Baobab Collection / Collaboration Baobab Collection x Sophie Petetin (© Serge Anton)/ Bellow : Un soir sous les pins, 2025 by Sophie Petetin / Sophie in her studio © Georgina Cotineau-Corcy

All photo credits: Georgina Cotineau-Corcy

We had the pleasure of meeting Corinne Bensahel, Artistic Director of Baobab Collection, and Sophie Petetin, a painter known for her colorful and poetic universe. Together, they created a unique collaboration blending design, nature, and emotion.

1. Hello Corinne, can you tell us about your career path and how you came to your current role?

Life took me to Baobab Collection by chance. I returned to France from the U.S. in 2008 and started working in consulting for a French investment bank, handling mergers and acquisitions in the luxury sector.

I've had several career paths. In Paris, I started in finance. Then, I created licensed brand for children's clothing collections. In the U.S., I was a luxury consultant and deepened my understanding of contemporary art thanks to a collector in Miami.

Back in France, I moved into M&A consulting. While helping brands with their valuation, I met Alain Lahy, one of Baobab's historical shareholders. I eventually joined the acquisition of Baobab Collection with an investment fund and became Artistic Director. Life is about learning to reinvent yourself!

2. What was Baobab's original relationship with art, and how do you keep that alive today?

The founders had a strong connection to photography. They collaborated with famous photographers for their campaigns.

Later, art took a deeper role. Storytelling became essential for the brand, and art helped express the brand's aesthetic and olfactory narrative.

Today, we also collaborate with visual artists, painters, and designers to enrich the brand's universe beyond photography. It's our way of making Baobab part of a wider artistic vision, in line with how luxury and contemporary art are changing today.

On the left : Thandiwe Muriu (© Serge Anton) x Baobab Collection / On the right : Sophie Petetin x Baobab Collection

3. What led Baobab to work with artists, and how does it change your product approach?

Art adds another dimension. Product photos alone can be dull. But placing our objects next to a painting or sculpture transforms everything — it enhances our scented products. A scene is created.

It also helps customers see the object in a new way—as part of their personal space. This mix of art and design is key to what we do. It brings emotion, creates a connection, and makes the story behind our collections even stronger. I love working with artists without ever diluting their work.

4. What do you look for in an artist, and what drew you to Sophie Petetin?

I discovered Sophie on Artsper. I was scrolling on my phone, and her parasol pines immediately brought me a sense of calm. There's color, a simple yet controlled line, and lots of movement. You could feel the South of France.

I loved her work and called her. I shared a somewhat vague idea, and she played along. She lent us her paintings for the duration of a collection. We don't own the artworks — we rent them for six months and always make sure to highlight the artist and share their story in everything we do.

5. What is your view on artist-brand collaborations, which are becoming more common?

I really enjoy them. But it's crucial to protect the value of the artwork. It must remain unique and true to the artist. There are many ways to collaborate, but the most important thing is to respect the artist's work. That's what we aim to do.

We think these collaborations should grow over time, with honesty and high standards. They're not just a trend, but a real creative choice. It's about building a common language with the artist—without changing who they are or watering down their work.

We also spoke with Sophie Petetin, the artist behind the works that inspired this collaboration.

6. As an artist, how do you approach collaborations like this while preserving your artistic integrity?

I accepted this collaboration for several reasons. The products reflect my aesthetic vision. Also, Baobab supports “Octobre Rose," donating part of the proceeds from the "Women" candle to breast cancer awareness.

This all started by chance thanks to Artsper. Corinne saw one of my paintings with parasol pines and called me — not to talk about Baobab at first, but to share the emotion she felt. Later, she proposed a partnership for their Spring 2025 collection, using four artworks on the theme of travel.

What touched me was their sincere connection to art and artists. My background in fashion also enriched our exchange. Baobab chose the paintings that matched their universe for the raffia collection LA FRENCH RIVIERA, all while respecting my artistic integrity. There was no brief or directive — just a shared emotion. That's exactly what I'm looking for: to paint emotions and offer moments of joy.

7. How does this collaboration fit into your artistic practice?

My work is centered on color — it's my DNA. Sometimes I even make my own pigments. When I start a painting, I have an idea, but color comes first. I look for harmony between shapes and tones, like a musical composition. My parasol pines are like characters watching over the landscape.

Baobab also loves nature — trees, flowers, the elements. That connection made sense. Nature is at the heart of most of my work and inspires me with every season. Baobab candles bring calm and serenity, in perfect harmony with my artistic approach.

8. What did you take from this collaboration, and will it influence your future work?

This project brought me recognition and likely new opportunities. I started painting parasol pines over two years ago, and many have already been collected. This experience will influence my choices of formats, colors, and compositions.

I now dream of decorative projects, XXL formats, and working with interior designers. After this project, I created a new series on Saint-Tropez, with parasol pines floating above the town, inspired by early morning walks along the Gulf.

Sophie Petetin © Georgina Cotineau-Corcy