Rougier & Plé enhances its façade with street art and large-format advertising
Rougier & Plé, a leading creative arts store, is planning renovations for its shop located in the 3rd arrondissement of Paris. As part of this project, the store decides to give its façade a fresh look. They entrust Celize with the task of setting up large-format advertising to announce the upcoming transformation. The renowned creative arts house also calls upon street artists to create a monumental mural in its brand colors.
Giving the façade a striking new look
As part of the upcoming renovation work, Rougier & Plé aims to deploy a facade dressing. The goal is twofold. The neighborhood is prone to tagging, and the store’s façade is deteriorating. In this context, the store wants this new dressing to rejuvenate its façade, enhance its brand image on the street, and simultaneously prevent vandalism. Celize supports Rougier & Plé throughout the entire façade dressing project on both sides of the building: technical study, design, and installation.
Desire for a different and creative urban communicatio
The visual communication is intended to be understated with a simple message: “Open During Renovations – Rougier & Plé is Renovating for Your Creative Pleasure.” The visual features a charcoal gray background as the façades of various Rougier & Plé stores are set to be uniform. This color code complements the iconic colors of Rougier & Plé (red, black, and white).
Rougier & Plé thus decorates and enhances its brand on over 220 square meters of its façade.
Following the banner, Rougier & Plé continues its decoration at the lower part of the store. The renowned creative arts house decides to enlist street artists to create a mural in the brand’s colors. The project is entrusted to Lateulier, an artistic association specializing in urban art. Six artists with unique graphic styles came to paint on the main façade and the façade on Rue Commines.
Stéphane Heckel, the store manager, initiated the project. He explains: “The idea was to invite artists to decorate the store to prevent tagging and also to give the store a different image. This realization will catch the eye in a new way compared to what was previously seen.”
Unique artistic design by a collective of street artists
To maintain consistency with the canvas, the artists had to respect the same two color codes used (gray and the colors of Rougier & Plé). Apart from this single constraint, the artists were given free rein to their imagination to tour the store. For the facade located on Rue Commines, the artists had more carte blanche since no color code had to be respected. In this street, Rougier & Plé exhibits sculptures from the Louvre workshops through its window. The artists promoted this artistic discipline with a visual of Three Graces.
For Rougier & Plé, this is a unique communications initiative and a great success. Passersby stop daily to take photos of the facade.
This artistic approach to store decoration should be discovered without further delay. This is destined to perhaps disappear after the work.