graffiti-general-logo

GRAFFITI GENERAL

A GOOGLE CHROME EXPERIMENT

BETC DIGITAL | 2014
GRAFFITIGENERAL.COM

VISUAL IDENTITY
USER EXPERIENCE
USER INTERFACE
PHOTOGRAPHY

graffiti-general-hero

CONTEXT 

 

THE MAGASINS GENERAUX, IN PANTIN NEAR PARIS, WAS A VAST ABANDONED BUILDING FOR ABOUT TEN YEARS BEFORE IT BECAME THE FUTURE HEADQUARTERS OF THE PARISIAN ADVERSTING COMPANY BETC. THE BUILDING BECAME ICONIC FOR BEING ALMOST ENTIRELY COVERED WITH GRAFFITI ARTWORK AND FOR HOSTING MANY WORKS OF ART FROM FAMOUS ARTISTS FROM AROUND THE WORLD. BEFORE THE BUILDING’S RESTORATION, BETC DECIDED TO PAY HOMAGE TO THE HISTORY OF THE SPACE BY CREATING A VIRTUAL REPLICA OF THE BUILDING AND ITS ART PIECES.

MAGASINSGENERAUX

LES MAGASINS GENERAUX, PANTIN, 2014

72d744bf645ad7adadeb65be35c0a82e

ARTWORK FROM ARTOF POPOV

BETC-TODAY

THE HEADQUARTERS OF BETC, 2018

THE PROJECT 

 

GRAFFITI GENERAL IS AN IMMERSIVE WEBGL PLUNGED INTO AN ABANDONED BUILDING NEAR PARIS AND THE COUNTLESS GRAFFITI ARTWORKS THAT IT ENSHRINES. ON THE EVE OF ITS RESTORATION, THE MEMORY OF THE BUILDING IN ITS CURRENT STATE WAS PRESERVED AND ACCESSIBLE TO EVERYONE. GRAFFITI GENERAL WAS MADE POSSIBLE THANKS TO A COMBINATION OF THE VERY LATEST TECHNOLOGIES: WEBGL AND THREEJS ON A HTML5 PAGE. 20,000 M2 WERE THUS 3D MODELLED AND 5200 PHOTOS, THE GREATEST AMOUNT OF TEXTURES EVER USED IN A WEBGL PROJECT, WERE COLOR CORRECTED AND INTEGRATED INTO THE 3D MODEL.

01
03
07
05
making2

LEFT: EDITED TEXTURES / RIGHT: WINDOWS TRANSPARENCY

making1

TOP: EARLY MODELIZATION @ MAXIME MONTEGNIES
BOTTOM: GROUND SHADOWS @ MAXIME MONTEGNIES

06

EXTERNAL CORRIDOR BETWEEN THE TWO PARTS OF THE BUILDING

WE DIRECTED AND SHOT THE INTRO VIDEO

before01

ORIGINAL BRIDGE SIDE, PHOTOGRAPHY BY MEFFRE & MARCHAN

AFTER01

VIRTUAL BRIDGE SIDE

BEFORE02

INTERIOR, PHOTOGRAPHY BY MEFFRE & MARCHAN

AFTER02

VIRTUAL INTERIOR

ADDED FEATURE 

 

THE VISITORS CAN ENTER A 'GRAFF MODE' AND VIRTUALLY PAINT THE BUILDING WITH VARIOUS TYPES OF SPRAY CANS. THE RULES BEING SIMILAR AS IN STREET ART, ONCE THE PAIN DRYS, IT’S DONE. NO DO-OVERS... IN JUST A COUPLE OF DAYS, THE 22,000M2 OF WALLS AND COLUMNS OF THE BUILDING WERE FULLY COVERED.

09-1
02

VISIT MODE

04

GRAFF MODE

RELATED PROJECTS /