What JC Decaux is building at the Pompidou
JC Decaux has been selected to develop advertising and artistic installations around the Centre Pompidou in Paris while the museum undergoes a major renovation. The project, run through JC Decaux Artvertising, will turn parts of the construction site into a large-format outdoor advertising and cultural space.
The Centre Pompidou renovation is scheduled to continue until the building reopens in 2030. Revenue from the advertising installations will contribute to funding the restoration, according to the reporting.
Ads as an open-air exhibition
JC Decaux plans to use the construction site as an open-air exhibition space, pairing brand advertising with artistic installations meant 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 a chance for advertisers to take part in creative installations rather than simply occupy conventional billboard space. Laurent Le Bon, President of the Centre Pompidou, says the partnership aims to turn the renovation period into a creative moment that extends the institution's reach and influence.
Jean-Charles Decaux, Chairman of the Executive Board and Co-Chief Executive Officer of JC Decaux, says the company wants the site to become an outdoor cultural experience reflecting the institution's link to contemporary art and the surrounding city. The project continues JC Decaux's work with major French landmarks, using ad space tied to restoration projects to help generate funding while keeping a public-facing presence during construction.
