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-Élysées with a giant metal trunk. They claim it is disguised advertising.
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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-Élysées 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 galleries of art.
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 store 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 “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 period 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 the local regulations of advertisement”declared the elected environmentalist Émile Meunier in a press release.
“Paris is not for sale!”judged 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.
