JCDecaux to Wrap the Centre Pompidou in Advertising During Its Renovation

A Promotional and Decorative Wrap for the Building During the Works

The selection covers the wrapping of the building with advertising and decorative spaces for the entire duration of its renovation, until the Centre Pompidou reopens in 2030. JCDecaux Artvertising operates in its core area of expertise: outdoor scenography and large-format communication in urban settings.

According to the press release, brands will be “co-producers” of a scheme designed “as an open-air exhibition”, inspired by the institution's identity. The project aims to bring together audiences from the Marais and Les Halles districts around immersive events.

Brands Associated with Funding a Monument Under Restoration

The press release gives the operation a dual purpose: contributing to the financing of the building's restoration and hosting an advertising medium in an urban setting. The construction site of a historic monument thus itself becomes a communication location for the associated advertisers.

The advertising displays may also be combined with event activations at Place Stravinsky, in order to give the project its full experiential dimension.

Executives Highlight the Cultural Dimension of the Project

Laurent Le Bon, President of the Centre Pompidou, said he wished to make “this period of transformation a creative moment that contributes to the influence of the Centre Pompidou”. He recalled the “close dialogue” the institution has maintained with the city since its founding.

Jean-Charles Decaux, Chairman of the Management Board and Co-Chief Executive Officer of JCDecaux, stated that the group aims to “turn the construction site itself into an open-air cultural experience”, while reconciling, in his view, “aesthetic demands, economic performance and environmental sobriety”.