France: JC Decaux To Turn Centre Pompidou Renovation Site Into Advertising And Art Space

JC Decaux has been selected to develop advertising and artistic installations around the Centre Pompidou in Paris while the museum undergoes a major renovation, according to invidis.com.

The project is managed through JC Decaux Artvertising and will turn parts of the renovation site into a large-format outdoor advertising and cultural space. Revenue from the installations will contribute to funding the building's restoration.

The Centre Pompidou is undergoing renovation scheduled to continue until reopening in 2030. JC Decaux plans to use the construction site as an open-air exhibition space, combining brand advertising with artistic installations intended to engage pedestrians and visitors in the surrounding Marais and Les Halles districts.

The installations may also be accompanied by temporary events and brand activations at Place Stravinsky, the public square beside the museum. The company describes the project as an opportunity for advertisers to participate in creative installations rather than simply occupy conventional billboard space.

Laurent Le Bon, president of the Centre Pompidou, said: "Together with JC Decaux, we want to turn this period of transformation into a creative moment that further enhances the Centre Pompidou's reach and influence." Jean-Charles Decaux, chairman of the executive board and co-CEO of JC Decaux, said the company wants to turn the renovation site into an outdoor cultural experience that reflects the institution's connection with contemporary art and the surrounding city.

The project continues JC Decaux's work with major French landmarks. JC Decaux has not disclosed the size of the planned installations, the technologies to be used, or the financial value of the agreement.