Elected Parisian environmentalists have filed a voluntary appeal to request the withdrawal of the authorization granted to the LVMH group to dress the facade of one of its buildings on the Champs-Elysées with a giant metal trunk. They argue that it is disguised advertising. First step before referral to the administrative court, this free appeal is addressed to the mayor PS Anne Hidalgo by elected environmentalists, as well as 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-Elysées is to house a new 6,000 m2 flagship store of the luxury group LVMH, as well as a hotel, a spa, a restaurant and art galleries. 'art. 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.
“Paris is not for sale”, denounces an association
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, explained the City, specifying that this “tarpaulin” was “not considered an advertisement” as the building belongs to LVMH.
The applicants believe, on the contrary, that the installation “subverts local and national rules on advertising” and that the duration of the authorization 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 laws and must strictly respect local advertising regulations,” said 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.
