Monogram freewheeling …

80 meters of monogram in Paris: this is the operation set up by the Burberry Luxury label to promote its new motif developed by Artistic Director Riccardo Tisci.

On the occasion of the release of The Thomas Burberry Monogram collection – in which Gigi Hadid embodies four characters with 100% printed looks – Burberry has indeed deployed a novel sticker covering a bike path located under the bridge of Bir-Hakeim, near the Eiffel Tower. Taking the monogram under its declination “stripe”, the latter imitates the rectilinear structure of the course.

But on his Twitter account, Paul Simondon, the deputy in charge of cleanliness at the Paris City Hall, said he was alerted by cyclists worried to see the track covered with this particularly slippery material. Assessed here as potentially dangerous, the operation can be considered as wild advertising, Burberry did not, according to the elected, informed the Paris City Hall.

The sticker was removed by the cleanliness teams of the municipality less than 24 hours after installation. “Hide an 80m bike path with no ads and slippery surfacing … @Burberry, who could have made you think it was a good idea for your image? Everything has been removed, the bill will reach you quickly.

Thank you for respecting @Paris in the future “shared Paul Simondon on social networks. The fine could be several thousand euros, according to the tightening of the regulation of the city in terms of wild signage.