Citroen Outdoor 99 Years of Innovation, 3

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99 Years of Innovation, 3

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market France
Service Agency Curius
Released June 2018

Credits & Description

CURIUS : Pascal Viguier, Emma Vilà-Hopkins
RATP : Jean Michel Leblanc, Olivier Coudert
Curius has designed a cultural installation in a Parisian metro station commemorating 99 years of innovation from Citroën, a major car brand.
Commissioned by RATP and Citroën, Curius designed the unique cultural installation to enliven the Javel-André Citroën station (line 10), combining the brand heritage and values of these two historic transport companies.
The challenge was to create a vivid and compelling display for the two brands, without disrupting the flow of passengers within the station.
Curius established a conversation between the brands and travelers, through the use of a mural that proposes a chronological journey from 1919 to the present.

The scenography, mixing pedagogy with emotion to create a rich experience, extends from the station entrance to the platforms, including:
• Entrance: a flame-shaped metal sculpture that works as a totem indicating it is a special station
• Corridors: André Citroën commemorative plaque
• Platforms 1: interactive display inspired by dashboard design with educational content
• Platform 1 and 2: time-line mural

The agency was asked to take up all aspects of the design project, from structural design to graphic design, story telling and content.
In 1919, André Citroën founded his first factory in this neighborhood, the only French car maker to deliberately open in the heart of Paris. Known as a technological, industrial, social and lifestyle innovator, Citroën frequently crossed paths with the Paris public transportation operator, who made major innovations to give Parisians more fulfilling ways to experience their city.