Trend in sight

Brands get monumental in city centers

Art & Business | Major brand names have recently associated themselves with the renovation of the façades of landmark buildings. A law lays out this lucrative activity that noticeably lightens the costs for the owner, whether public or private. In the heart of select cities, these brands find a powerful means of expression, quantitatively, through the number of people they reach, as well as qualitatively.

Publicité Apple sur le Palais de justice, quai des Orfèvres © DR
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Publicité Apple sur le Palais de justice, quai des Orfèvres
© DR

Brands are making themselves at home in city centers, imposing their reflection. Advertising, or communication should we say, is no longer a matter of surface but, more nobly, of volume. Because architecture is no longer framed but literally wrapped in a thin tissue that, in great detail, reproduces the building’s exterior appearance. The volume is rendered as if by scan, generating a spectacular impression of surreal absence. The façade and the architecture, and since these projects concern prestigious districts, also the cities and historic neighborhoods themselves, are used like objects for sampling. Brands insert themselves into the process. They don’t communicate : they participate. Who knows what Guy Debord what have thought? They […]

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Publicité Apple sur le Palais de justice, quai des Orfèvres © DR Breguet - Batiment Monnaie de Paris © Athem H&M - Opéra Garnier © Athem Boucheron - Place Vendôme © Athem Neo - Grand Palais © Athem Tissot - Club automobile de France © Athem Christo & Jeanne-Claude - Le Pont Neuf emballé, 1975-85 - Photo: Wolfgang Volz © 1985 Christo

Publicité Apple sur le Palais de justice, quai des Orfèvres
© DR

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