Musée d’Orsay has given Atelier ATHEM the advertising contract to raise financing to restore its terrace next to the Seine. From the second quarter of 2022, the Parisian cultural institution has asked ATHEM to create a decor to cover the scaffolding and to handle the commercialisation of an advertising space, the income from which will contribute to financing the works.
Known globally for its impressionist art collection, Musée d’Orsay embodies the concept of French elegance: its architecture is testimony to the Belle Époque; its transformation tells a more recent story of Paris; its collections and programmes value all this diversity.
The advertiser using the facade has the opportunity to associate their image with this historic place that enjoys 3.7 million visitors a year. The space is also visible to people walking along the banks of the Seine and millions of tourists each year enjoy mini cruises on the river and are happy to share their enthusiasm on social media.
More than simple advertising spaces, the canvases are there to cover the works being carried out by the project manager, drawing attention to the site by day and night. A trompe l'œil effect creates continuity between the building and the decor, to minimise the visual disruption associated with work sites. The promotion contributes to the site’s preservation, which is designated as a monument of national importance. It also assists in creating jobs in France, particularly in the spheres and knowledge of French craftsmanship, which is another cultural heritage to be preserved.