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AFP Translated by
Nicola Mira Published
November 7, 2025
A giant advertising hoarding shrouding a future Louis Vuitton store on the Champs-Elysées in Paris is causing a rift between the city's Socialist mayor and her Green environmentalist allies, opposed to swathing buildings under renovation with these revenue-generating panels.
On the Champs-Elysées, the façade of a building owned by luxury giant LVMH has been wrapped in a protective banner designed to look like the sides of a Louis Vuitton trunk, the luxury label’s flagship product.
LVMH has a penchant for oversize billboards, but its latest example was met with disapproval by the city's Green councillors, the turbulent allies of Socialist mayor Anne Hidalgo.
At the end of October, they wrote a letter to Hidalgo questioning the hoarding’s legality.
French law authorises hoardings on listed buildings in order to finance their façades’ renovation, but the adverts must not cover more than half the space, according to a regulation cited by the Green councillors.
“In this case, we are by definition covering more than 50% of the space, including the roof too,” said Green councillor Emile Meunier, one of the letter’s authors, speaking to the AFP agency.
“The hoarding is not regarded as an advertisement because the building belongs to LVMH. It is a temporary hoarding classified as brand signage,” the city replied, in writing, to AFP, adding that “the City of Paris will ask the owner to pay a tax of €1.7 million for this hoarding for the entire installation period, scheduled until 2027. In parallel, since the building is listed as a historical monument, the French authority for listed buildings, ABF, has granted its approval.”
Contacted by AFP, LVMH has refused to comment, as did the Ministry of Culture, which oversees France’s historical heritage.
Wrapped up
The Louis Vuitton building isn’t an exception in this respect. In recent years, many listed buildings in Paris have been wrapped up and cached behind huge advertising hoardings during renovation work.
This is currently the case for part of the Louvre Palace, home to the Museum of Decorative Arts.
In 2025, the famous obelisk on place de la Concorde was wrapped up with a hoarding promoting a company that funded some of its renovation work.
Other renowned Parisian landmarks, like the Opera Garnier, the Madeleine church with its majestic Greek columns, and the façades of various buildings in place des Vosges, have been wrapped up in hoardings in the past.
“At some point, [Paris] inhabitants must be able to enjoy the beauty of their city without being aggressively incited to consume more and more,” said Meunier, who claims to be opposed “to the very idea of advertising.”
“As an environmentalist, I’m against advertising, especially in the public sphere; I see it as an aggression, and an inducement to overconsume,” he added.
Pretty hoardings, ugly hoardings
Jeanne d'Hauteserre of the Republican party, mayor of the city’s 8th arrondissement, where the Champs-Elysées are located, said that, since she took office in 2025, she has often resorted to putting up advertising hoardings on churches being renovated, to cut costs and accelerate the work.
The former advertising executive, replies to those who oppose hoardings wanting to preserve French heritage by underlining the danger posed by dilapidated buildings: “The day something will crash down on their heads, they will be happy!”
With regards to the Louis Vuitton building, “we can either have ugly hoardings, or pretty, better-looking ones,” she said, stressing that “whatever happens, as soon as renovation work starts, we need hoardings.”
People interviewed by AFP on the Champs-Elysées had mixed feelings about the look of the Louis Vuitton hoarding.
“I find it nicer than some lousy scaffolding,” says Béatrice Boué, a resident of Antony, in the southern suburbs of Paris, who had come for a stroll on the Champs-Elysées. Lucyna Milosz, a Polish tourist, said she didn’t particularly like it.
“I understand they need to cover up [the scaffolding], but I don't like it when there are images. As long as there’s no advertising, it’s fine for me,” she said, unmoved by the LV monograms printed on the hoarding.
“Let them cover it up, and get the work over with quickly,” she concluded.