JCDecaux Transforms Street Furniture into Digital Art Stages in Germany

JCDecaux's subsidiary WallDecaux, in partnership with OBJ.Studio, has introduced digital art into German urban landscapes through the "DOOH EXPLORATION" project. The outdoor advertising company has converted its digital displays and street furniture into ten-second artistic experiences for passersby. The initiative was recently honored at the DOOH Creative Challenge.

Launched in the summer of 2024, "DOOH EXPLORATION" aims to explore the potential of digital art in public spaces. The project has provided a platform for eleven emerging artists to showcase their work on WallDecaux's digital screens across 14 German cities, including Berlin, Hamburg, and Cologne. The artists' creations reimagined concepts of movement, form, and visual storytelling within the urban environment.

"We are transforming this medium into a space for experimentation, where urban landscapes blend with digital art," stated Andreas Knorr, Marketing Director at WallDecaux. "We become the frame for urban art, and DOOH becomes the stage for creations, from advertisers or artists."

The project demonstrates art's ability to capture and stimulate the senses even in familiar city settings. Elements from the digital art have also influenced commercial campaigns, highlighting the potential synergy between digital out-of-home advertising and artistic expression.