Last updated: October 2021
From 2009 to 2018, a green wall including 1,700 mediterranean perennials (agapanthus, valerian, fern) fed by a water-saving watering system was in place in a heavily frequented part of Marseille (Ref. 3, slide 4). JC Decaux Advertising offered the 70 m² of space for advertising display around the green wall. The project was abandoned in 2018 when the vegetation was completely removed to allow for advertisements to take up the entire surface of the wall (Ref. 1).
Crédit Agricole Alpes Provence green wall
https://www.tourisme-marseille.com/fiche/le-mur-vegetal-vieux-port-marseille/
Overview
Nature-based solution
- Nature on buildings (external)
- Green walls or facades
Key challenges
- Water management (SDG 6)
- Stormwater and rainfall management and storage
- Green space, habitats and biodiversity (SDG 15)
- Green space creation and/or management
- Environmental quality
- Air quality improvement
- Noise reduction
- Economic development and employment (SDG 8)
- Economic development: industry
Focus
Creation of new green areas, Other
Project objectives
-The green wall not only absorbs sound, reduces air pollution, is colorful & changing, but also provides advertising services for its sponsor and makes the happiness of passers-by and small birds (Ref. 2)
-"Mark your brand in a responsible ecological approach:
-Make this device a green emblem for your brand
-Engage in a strong and sustainable ecological way" (Ref. 3, slide 4)
Implementation activities
-"We have imagined for Crédit Agricole the first green advertising wall in France;), created not only an original medium but a "communicating" medium, which speaks for itself: the medium is the message , the positioning of the brand is all at the same time. Sound absorbent, depolluting, odoriferous, colorful & changing, the green wall, in addition to making an image for its sponsor, makes passers-by and small birds happy" (Ref. 2).
-"1,700 mediterranean perennials (agapanthus, valerian, fern ...), fed by a water-saving watering system" (Ref. 3, slide 4).
-"Two months after its official launch, many plants were already dead, it took adjustments so that the eco-system really set up" (Ref. 1).
Main beneficiaries
- Private sector/Corporate/Company
- Citizens or community groups
- Other
Governance
Management set-up
- Led by non-government actors
Type of initiating organisation
- Financial institution
- Other
Participatory approaches/ community involvement
- Unknown
Details on the roles of the organisations involved in the project
"ICF Novedis, a subsidiary of the SNCF [national railway company] to which the wall belongs, asks the JC-Decaux display company to find a patron for the creation of a work on this space. An agreement is reached with Crédit Agricole Alpes Provence, which is launching the challenge at the Mehdianna agency and the T.I.N.A agency to realize an innovative communication medium for the brand ..."(Ref. 2).
Project implemented in response to ...
... an EU policy or strategy?
No
... a national policy or strategy?
No
... a local policy or strategy?
No
Financing
Total cost
Unknown
Source(s) of funding
- Corporate investment
Type of funding
- Unknown
Non-financial contribution
Unknown
Impacts and Monitoring
Environmental impacts
- Climate change
- Lowered local temperature
- Reduced emissions
- Environmental quality
- Reduced noise exposure
- Water management and blue areas
- Improved stormwater management
- Green space and habitat
- Increased green space area
Economic impacts
- Attraction of business and investment
- Generation of income from NBS
- Other
Socio-cultural impacts
- Other
Type of reported impacts
Achieved impacts
Presence of formal monitoring system
Unknown
Presence of indicators used in reporting
No evidence in public records
Presence of monitoring/ evaluation reports
No evidence in public records
Availability of a web-based monitoring tool
No evidence in public records
References
1. Tourisme Marseille (n.d). "Le Mur Végétal Marseille 2013 à Coeur". Available at: Source link (Accessed: July 30, 2020).
2. MedhiAnna (n.d). "MUR VÉGÉTAL / MARSEILLE - VIEUX PORT ". Available at: Source link (Accessed: July 30, 2020).
3. JCDecaux (n.d). "LE MUR VÉGÉTAL". Powerpoint Presentation. (Website not available in 2020).
4. Ville de Marseille (n.d). “La nature à Marseille: presentation”. Available at: Source link (Accessed: July 30, 2020).
5. Ville de Marseille, JCDecaux, and Crédit Agricole Alpes Provence (2009). "Une œuvre végétale format XXL en plein cœur de la Cité Phocéenne". Press release. Available at: Source link (Accessed: July 30, 2020).
2. MedhiAnna (n.d). "MUR VÉGÉTAL / MARSEILLE - VIEUX PORT ". Available at: Source link (Accessed: July 30, 2020).
3. JCDecaux (n.d). "LE MUR VÉGÉTAL". Powerpoint Presentation. (Website not available in 2020).
4. Ville de Marseille (n.d). “La nature à Marseille: presentation”. Available at: Source link (Accessed: July 30, 2020).
5. Ville de Marseille, JCDecaux, and Crédit Agricole Alpes Provence (2009). "Une œuvre végétale format XXL en plein cœur de la Cité Phocéenne". Press release. Available at: Source link (Accessed: July 30, 2020).
Crédit Agricole Alpes Provence green wall
https://www.tourisme-marseille.com/fiche/le-mur-vegetal-vieux-port-marseille/
Crédit Agricole Alpes Provence green wall
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Crédit Agricole Alpes Provence green wall
https://www.google.com/imgres?imgurl=https%3A%2F%2Fwww.tourisme-marseille.com%2Fwp-content%2Fuploads%2F2016%2F02%2Fle-mur-vegetal-marseille-848x566.jpg&imgrefurl=https%3A%2F%2Fwww.tourisme-marseille.com%2Ffiche%2Fle-mur-vegetal-vieux-port-marseille%2F&tbnid=rAbn5K6SxBEgYM&vet=12ahUKEwjz08CihKvrAhULb80KHRo0BSAQMygCegUIARCZAQ..i&docid=iKkzAiKqUJLIkM&w=848&h=566&q=Le%20Mur%20V%C3%A9g%C3%A9tal%20Marseille%202013%20%C3%A0%20C%C5%93ur&ved=2ahUKEwjz08CihKvrAhULb80KHRo0BSAQMygCegUIARCZAQ