BETC @BETC Digital
The iconic edifice "Les Magazins généraux" is an immense industrial building abandoned in 2004 in Paris. It has since become a playground for graffiti artists from around the world : A veritable temple of graffiti. It is now preparing to undergo a fresh transformation, becoming the news headquarters of advertising agency BETC. On the eve of the building reconstruction's work, we launched an innovative and daring project : Graffiti General.