In a Parisian clash between heritage preservation and advertising revenue, a colossal hoarding shrouding the future Louis Vuitton store on the Champs-Élysées has ignited a dispute between the city’s Socialist mayor and Green environmentalist allies. LVMH’s bold move to cloak its building in a banner resembling a Louis Vuitton trunk has drawn disapproval from Green councillors, prompting questions about the legality of this extensive advertising.
While French law permits hoardings on listed buildings for renovation financing, it stipulates that advertisements should not exceed 50% of the space. The Green councillors argue that the Louis Vuitton hoarding surpasses this limit, covering even the roof. The city, however, contends that it’s not an advertisement but brand signage, given the building’s ownership by LVMH.
To address the controversy, the city plans to impose a €1.7 million tax on the hoarding until 2027, with approval granted by the French authority for listed buildings. This clash echoes a broader trend in Paris, where many listed buildings, including parts of the Louvre Palace, have been concealed behind advertising hoardings during renovations.
Green councillor Emile Meunier, an outspoken opponent of advertising, emphasizes the importance of Parisians enjoying their city without aggressive consumer prompts. Conversely, Mayor Jeanne d’Hauteserre sees hoardings as a safety necessity during renovations, offering a choice between aesthetically pleasing or «ugly» options.
Opinions among Champs-Élysées visitors are divided, with some favoring the Louis Vuitton hoarding’s aesthetics over unsightly scaffolding. As this debate unfolds, the clash between heritage preservation and practical renovation measures continues to spark conversation on the streets of Paris. Explore the nuances of this controversy, blending Parisian charm with the complexities of advertising and architectural heritage.