One of the peculiarities of this district is its large main road, overloaded with signs. My mission was to think about this ephemeral identity, taking into account the current context for this district: building work and change. Picking up various ideas (from Las Vegas to butcher’s shops), we worked on a French-American mix of signs, colors and typefaces. In order to make an intervention that stayed in touch with the site, we opted for a graphical continuity with the signs already there.
The design resulted in a number of totems that are reminiscent of French Morris columns or even the industrial Derrick columns. These columns are relevant for both motorists and pedestrians, who will find information and street furniture. For the duration of the project (several years) we made signage that recalls the practices of entrepreneurs in the area.