This weekend, local residents and strollers in the Marais district were sure to notice: a giant billboard, dedicated to a famous Italian luxury brand, has just appeared on the Place des Vosges. Visual pollution for some, a godsend for others, the billboard’s appearance has divided Parisians and rekindled the eternal debate on this type of advertising.
A giant billboard in the heart of Place des Vosges
Giant billboards are commonplace in Paris, whether on the Madeleine church, the façade of the Conciergerie or the Trinité church. Renovation work, for example, is often financed in part by revenues generated by the purchase of space by brands. This is the case for the Place des Vosges, which recently saw one of its buildings adorned with XXL advertising.
On X, reactions were swift and mixed, to say the least. ” It’s unbearable, I can’t stand these ads anymore”, “they don’t belong there” on one side. ” I much prefer it to scaffolding” or “If it pays for the restoration, I’d like one at home” on the other. Since their appearance in the capital, these giant advertisements have been divisive.
And as far as the Place des Vosges is concerned, this isn’t the first time a case of this type has made the news. In 2014, a huge advertising tarpaulin covered one of the square’s private mansions. Although it remained in place for months, several letters from local residents changed the situation, as the extension of the campaign was cancelled by the regional directorate of cultural affairs.