JCDecaux x Stratus: a strategic alliance

Introduction

JCDecaux has just strengthened its stake in Stratus, an agency specializing in brand staging, previously owned by Métropole Atelier. A chance for both brands to accelerate the growth of this highly creative and technology-driven business.

A natural synergy between two complementary areas of expertise

The link between JCDecaux and Métropole Atelier is not new. This alliance is now formalized through a strategic equity stake taken by the outdoor advertising leader in Stratus, aimed at consolidating indoor and outdoor event set design activities.

"This will enable us to collaborate on client projects that call for enhanced creative and technological input, in order to deliver even more ambitious urban set design installations", explains Gary Blumenfeld, President of Métropole and Stratus.

30 years of brand staging expertise

Stratus, acquired by Métropole three years ago, draws on over 30 years of expertise in urban set design. One of the company's distinctive features lies in its use of patented structures, allowing temporary installations on building facades without any drilling.

Flagship projects

• Géode wrap for Adidas
• Nespresso hoardings with embossed coffee capsules
• Longchamp wrap on the Champs-Élysées
• Swarovski flagship with innovative holographic projections

A market segment demanding multiple skill sets

This successful collaboration is built on more than ten years of joint work. Before formalizing this partnership, Métropole and JCDecaux had already delivered prestigious projects together:

• Wrap of the Lutétia
• Transformation of the Grand Rex
• Set design for The Bridge in Neuilly
• Contract for the Porte de Versailles exhibition center

The technical challenges of brand staging

"Brand staging is a complex and sensitive craft, because we work directly on our clients' real estate", explains Pierre-Henri Bachot, Head of Development, JCDecaux Live & JCDecaux Artvertising.

Solutions delivered

• Event happenings
• Temporary flagship wraps
• Illuminated set design
• XXL window graphics

Regulatory and creative expertise

Brand staging requires a precise command of local advertising regulations, which can vary significantly from one city to another. It also demands inspired creatives, trained in outdoor communication rules and mastering the large-format medium.

An integrated approach, from concept to delivery

Advanced technical skills

The primary structures of urban set designs must often be fixed at height without damaging the buildings, as was the case for several wraps during the Olympic and Paralympic Games.

Integrated design studio

"In our industry, having an integrated design studio is rare — some brands even go abroad to find one. We master every trade related to outdoor set design ourselves", adds Gary Blumenfeld.

The Stratus set design workshop becomes a space where clients can witness every step of their project's development, whether to validate a prototype or fine-tune a scenographic detail.

Meeting brands' new expectations

Beyond traditional advertising

Brand staging meets a growing demand from brands looking to enrich their communication with a narrative that complements traditional advertising.

"Our installations add soul with strong stopping power. It's pure branding and awareness-building", states Pierre-Henri Bachot.

Societal dimension

Communications increasingly spotlight not only why brands exist, but why they act. This societal dimension of projects is emerging as a new trend in brand staging.

Installations woven into the urban landscape

Artistic collaboration

The wraps created by Stratus draw their strength from the complementarity between artistic expression and advertising effectiveness. Artists regularly take part in the projects:

• Pierre Delavie
• JR (Louvre anamorphosis)

International impact

Installations placed on iconic sites like the Champs-Élysées gain global reach through social media. Passersby photograph them and share them online, amplifying their visibility worldwide.

Environmental commitment

Sustainable approach

Stratus is committed to minimizing its carbon footprint:

• Local production close to installation sites
• Eco-friendly materials, sourced in Europe, PVC-free
• Recycling-first approach
• Specialized partners for waste processing

Looking ahead

International ambitions for 2025

Stratus has bold ambitions for 2025, both in France and internationally, with projects already underway:

• Switzerland
• Germany
• Abu Dhabi

These developments mainly concern the luxury sector, where brands demand the same level of excellence worldwide.

Growth momentum

"Stratus is riding strong momentum, and the future looks promising", concludes Pierre-Henri Bachot, while keeping the necessary discretion about upcoming projects to preserve the element of surprise brands seek.

Link to the source article: JCDecaux and Stratus: a creative alliance to reinvent brand staging https://www.meet-in.fr/jcdecaux-et-stratus-une-alliance-creative-pour-reinventer-le-brand-staging/