JULIEN DE ROSA / AFP
LVMH trunk in Paris: denouncing disguised advertising, elected Parisian environmentalists want to obtain the removal of this installation by the Louis Vuitton brand (photo taken in December 2023 on the Champs-Élysées).
PARIS – It's a subject that keeps coming up on the table in Paris. Elected environmentalists from the capital have filed a voluntary appeal to request the withdrawal of the authorization granted to the LVMH group to cover the facade of one of its buildings on the Champs-Élysées with a tarpaulin representing a giant Louis-Vuitton metal trunk, on the grounds that it would be disguised advertising, we learned this Wednesday, December 25.
The first step before referral to the administrative court, this free appeal is addressed to the socialist mayor of the capital Anne Hidalgo by elected environmentalists, joined by the associations SOS Paris and Resistance to Advertising Aggression (RAP).
Classified as a historic monument, the large building located at 103-111 avenue des Champs-Élysées will house a new 6,000 m2 flagship store of the luxury group, as well as a hotel, a spa, a restaurant and art galleries. art.
Preferential treatment for LVMH?
According to the applicants, a request “ temporary sign » was filed on June 1, 2023, but according to the City, the authorization runs “ until 2027 “, or four years.
Installed in the fall of 2023 parallel to the facade of the building and lit at night, the shimmering steel and wood trunk, symbol of the history of the famous leather goods manufacturer Louis Vuitton, faces the flagship boutique of the luxury group and also encroaches on the two adjacent streets.
The architects of the buildings of France have given their agreement to its implementation, while the owner will have to pay a tax of 1.7 million euros, the City explained to AFP, specifying that this ” tarpaulin » was « not considered advertising » as the building belongs to LVMH. The applicants consider, on the contrary, that the installation “ subverts local and national advertising rules » and that the authorization duration is “ excessive and illegal ».
« This is not the first time that this company has benefited from a little too favorable treatment by the city of Paris. LVMH is neither below nor above the law and must strictly respect local advertising regulations. », declared the elected environmentalist Emile Meunier in a press release. “ Paris is not for sale! », Judged for her part Christine Nédélec, president of the heritage defense association SOS Paris.
When contacted, the LVMH group and the City of Paris could not immediately be reached.
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