To attract tourists to the somewhat unknown Centre Pompidou, they had the brilliant idea of making little tourist souvenirs of it.
I'm not sure there actually was a problem with Centre Pompidou being unknown, on my first solo visit to Paris at age 14 I spent an entire day there, but perhaps that was due to the modern art hype of the late eighties. I do absolutely adore the idea of creating a little souvenir of it, and would buy it in a heartbeat as I both love and hate Renzo Piano and Richard Rogers “evolving spatial diagram” concept. What makes this simple idea even better is the QR code that will direct lost tourists to it, in case they aren't in the position to see 'the Gasworks' bright blue pipes. Very clever, Marcel.
Ad agency: Marcel