Friday, May 27, 2016

Jean-Claude Decaux leaves town – Liberation

From the urban legacy of Jean-Claude Decaux, who just died at 78, we will discuss probably much longer. On the one hand, one is happy to know Belleville, this is where (thanks to JCDecaux arrows), wait for the 91 dry (under the bus shelter JCDecaux) or find a map of the area (back of the “lollipop” JCDecaux). On the other, how sad that the infinite reproduction of these street furniture multiplied ad libitum in all cities of France but the world. Besides style, a little sour taste. In a city like Paris, who had invented the street furniture in the nineteenth th century with Alphand, the arrival of the creations of Jean-Claude Decaux was a violent aesthetic shock.



World number 1

still, what genius … he who in 1964 posed mere billboards on roadsides to Beauvais understood first that advertising could expose on well with other areas, provided it creates. Jean-Claude Decaux plant its first bus shelters in Lyon, and then experiences the system Parisian phone booths in 1971. The devices are smart, but the deal accompanying is not less. Elected officials, Decaux offers simple market: finance I, I build and I maintain bus shelters, billboards, signage as you need. And I pay myself with advertising. The material is solid, Decaux maintains, that you ask the elected? The formula is so convincing that it will allow this pioneering consider many cities, starting with Paris, as a conquered country.

Decaux made his company the number 1 worldwide in street furniture but Admittedly he has made for it every effort. First in perpetually asking what new inventions were still plantable on the sidewalks of cities. Hence the idea of ​​Sanisette, automatic toilet system much cleaner than the urinals but less pretty. Hence also the idea that there was no question that the market for self-service bicycles can escape. JCDecaux had taken the Lyon market Vélo’v. He intended to win as that of Vélib ‘in Paris. His rival Clear Channel was on track to win the timballe, but that was reckoning without the tenacity and procedural efficiency stubborn Jean-Claude. Today, the Vélib ‘, drawn by the pencil still a little heavy in the house JCDecaux, gliding through the streets of Paris. Over the victories Decaux has built an empire certainly, but also the reputation of being a bit limited as to the rules of the public procurement code and not stingy with pressure.



Military Organization

Jean-Claude Decaux was a conservative in the true sense. Gaullist at heart, he is not much strength to establish good relations with the RPR of Jacques Chirac, mayor of Paris in 1977. This did not prevent even further when trade relations with Paris left . His absolute indifference to the aesthetic of the capital earned him a bad image but it does not care. Its aim is to consolidate its business, 100% French and organized in the military. We remember a picture where all JCDecaux vehicles were arranged as if on parade. We also remember an incredible lunch in the premises of Libération , where Jean-Claude Decaux invited by Serge July, we had described his youth scout leader, sounding the alarm with suction and requiring beds square.

Before dying, Jean-Claude Decaux had organized his succession to the head of the company which he entrusted the command to his three son, Jean-François, Jean-Charles and Jean-Sébastien . Nowadays, politicians require less ugly street furniture. But often at JCDecaux.

Sibylle Vincendon

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