Tower 33

Canvas tensioner tower with time and temperature display.

Tower 33 elegantly summarizes the merger between user services and advertising communication.

A narrow arch holds a 33 m long by just under 5 m wide canvas taut between the two parallel sides of this structural element designed to lift to a height of more than 10 meters a technological device with a clock and digital thermometer displaying digits almost one meter high.

It is evident that the fundamental graphic elements of the advertising images mounted on this tower in order to uphold the highway code and be effective and enjoyable from a distance of several dozen meters must above all occupy the bottom two thirds of available space, leaving the upper portion of the background extension which, without a frame at the summit, helps release the already very vertical “format” all the more.