City Hall Of Paris: Fusing Stencil Typography And Parisian Bridges To Cross Boundaries Between Place

Credits & Description:

Title: Fusing Stencil Typography And Parisian Bridges To Cross Boundaries Between Place
Agency: Dragon Rouge
Brand: City Of Paris
Country: France
Entrant Company: Dragon Rouge, Suresnes
Advertising Agency: Dragon Rouge, Suresnes
Production Company: Dragon Rouge, Suresnes
Artistic Director: Jimmy Canipel (Dragon Rouge)
Corporate Branding Creative Director: Olivier Vinet (Dragon Rouge)
Global Chief Creative Officer: Kheireddine Sidhoum (Dragon Rouge)
Typographer: Elliott Amblard (Dragon Rouge)
Synopsis:
From April 2017, the right and left banks of the Seine together formed the riverside Paris Parc Rives de Seine, a new green oasis where everyone can enjoy sport, nature, a meal or simply relax in central Paris. The embankments lining the Seine as it runs through Paris have been transformed into a 11 acres park, swapping tarmac for grass and trees. Pedestrians can walk from place de la Bastille to the Eiffel Tower, crossing the many bridges spanning the river as they go. Designed from the ground up to protect the environment, sustainability is also at the heart of this space. The agency had to create the project's identity, signage and launch campaign.
Outcome:
We do not have enough data since the brand was launched on the April 2nd.
Campaign Description:
We created an eco-friendly typography “Seine” inspired by the stencil techniques used on river transportation design to avoid the environmental side effects of printing and to allow to cut out letters in a rigid material: here, poly mirror.Every single letter in the alphabet has a ligature featuring a bridge orientation. Beginning with the letter A and working your way through the alphabet, you will discover all the bridges from Pont d’Iéna to Pont de Sully. The original layout of the Parc Rives de Seine letters lets guess “Paris”.No less than 37 bridges span the Seine. Real links to the heart of the city, they are the best spots to watch the reflection of the light on the water. Bridges physically and symbolically connect places and people. They provide the means for unification and are strategic markers in the landscape.
Strategy:
Target : Parisians and tourists.We designed the signage using an original material, the poly mirror. We chose this material for its ability to reflect the city and those who lives in it, just like the Seine does.Our approach was ecological (no ink, stencil technique allowing to re-use the cut out letters) following the mayor of Paris who decided to reduce car traffic by creating a park along the Seine.
Execution:
We designed the signage using an original material, the poly mirror inox. We chose this material for its ability to reflect the city and those who lives in it, just like the Seine does, and for its strength against climatic effects (flood, sun, rain, wind...)Our approach was ecological (no ink, stencil technique allowing to re-use the cut out letters) following the mayor of Paris who decided to reduce car traffic by creating a park along the Seine.