The Champs-Elysées to Undergo Transformation: Harmonizing and Enhancing Terrace Structures
The Avenue des Champs-Elysées, often considered the most beautiful avenue in the world, has been criticized in recent years by both tourists and Parisians. The sidewalks are filled with construction, potholes, and dangling electrical cables, creating a chaotic visual environment. Taking note of these concerns, the Champs-Elysées Committee, led by President Marc-Antoine Jamet, has decided to address the issue of terrace structures.
Currently, there are nineteen terrace extensions, known as “contre-terrasses,” scattered along the upper part of the avenue. Each establishment, such as restaurants, cafes, and hotels, has its own format and visual style, resulting in a visual cacophony. In order to create a more harmonious and cohesive visual identity, the committee, along with the Paris City Hall and the nineteen establishments, has enlisted the help of Belgian designer Ramy Fischler. Fischler presented his project on Tuesday.
The first step in the project is to establish a unified appearance. All terrace extensions on the avenue will be constructed using the same trams inspired by the “Vacheries anglaises” that were once present in the Champs-Elysées Gardens. These metal structures, covered with a clay-gray protective canvas and a green-open roof, will exhibit the same external colors through the use of blinds.
Each establishment can install between one and six of these tram structures, each measuring 4.2m by 5m, depending on their needs and the size of their business. The structures will be aligned parallel to the avenue, allowing for better visibility of the establishments’ signs. This alignment will also eliminate the need for pedestrians to navigate between the structures, as is currently the case in front of the Alsace and Five Guys restaurants.
Not only will the project improve the avenue’s aesthetic when viewed from the ground, it will also enhance its aerial appearance. The Champs-Elysées is frequently captured from heights during events such as the Tour de France and the Bastille Day parade, making it crucial to improve its profile.
To further establish a unified aesthetic, the Champs-Elysées Committee has created its own catalog of furniture in collaboration with RF Studio. Establishments can choose from seven different models made of rattan and metal to furnish their terraces. In other words, both McDonald’s burgers and Ladurée macarons will be enjoyed on the same seating. The goal is to create a clear and recognizable homogeneity throughout the avenue.
While the committee aims to prioritize the avenue’s overall appeal rather than individual brands, they have also allowed room for personal expression on the interiors of the terraces. Each establishment can choose from five preselected colors to dress the interior, ensuring visibility from the sidewalk.
Additionally, the logos of the establishments will be displayed on the sides of the structures, facing the direction of pedestrian traffic. The choice of logos will be left to the discretion of the establishments, but their size and placement will be regulated.
If desired, establishments can also install glass barriers, measuring 1.3m in height, on one, two, or three sides of the structures to protect customers from wind and theft.
While the cost of implementing these terrace structures is borne by the establishments themselves, the Champs-Elysées Committee estimates an average cost of 400,000 euros per establishment.
All existing terrace structures must be replaced by April 1st, 2024, under penalty of fines for non-compliance. The committee even anticipates having the first terrace in place by early December.
According to Jean-Charles Blanchetot, the general manager of 86Champs (which includes Pierre Hermé and L’Occitane), there were initial concerns about the project. However, he believes the results are beautiful. For him, being on the avenue for over ten years and now having a terrace with 105 seats, the avenue gains prestige and standing even as it loses some personalization. “But being the most beautiful avenue in the world takes work.”
