Monnaie de Paris

Bringing a Pop Sensibility to Centuries of Heritage

Founded in 864, Monnaie de Paris is France’s historic mint, still producing currency, medals and collector coins from its base on the Quai de Conti. Yet its eighteenth-century palace had long been largely inaccessible to the public. From 2011 to 2016, under Chiara Parisi’s direction of cultural programmes, the institution opened its spaces to contemporary art. The MétaLmorphose modernisation project brought this ambition into a working mint, raising a question for its identity: how should the institution present itself to the audiences it now wanted to welcome?

We joined the project in 2012 to develop positioning and visual identity for a museum entering a different relationship with Paris. The starting point was already inside the Monnaie: money and art share a language of materials, craftsmanship, serial production and value. We used that connection to give the institution a contemporary presence, retaining the authority of its history while making room for an experimental exhibition programme.

Our creative direction paired the irreverent pop energy of ToiletPaper Magazine, already part of our creative orbit at the time, with an unmistakable reference to the mint. Bold colours, asymmetrical compositions and provocative imagery gave exhibitions their own personality, while gold provided a consistent link to the institution’s heritage. We designed a bespoke typeface inspired by international currency symbols. Conceptual photography, produced as carefully staged tableaux, extended the visual language across exhibition campaigns, communications and merchandise.

Each exhibition needed its own visual narrative within a recognisable identity. We developed key visuals and communication for major shows, alongside invitations, exhibition guides for adults and children, and materials for Nuit Blanche Paris. The brand book and design system established shared principles across these applications, allowing individual artistic voices to remain distinct while keeping the institution identifiable.

We carried the same thinking into the Monnaie de Paris website, handling information architecture, UX/UI design, development and SEO copywriting. Integrated with its existing Drupal platform, the site brought the contemporary art programme, metalworking heritage and visitor experiences, including fine dining, into one digital experience. A broad colour palette helped distinguish its sections, while an accessible version and a Historical Coins Library featuring over 1,400 coins made further aspects of the institution available online. Our partnership also extended to day-to-day marketing activities as the cultural programme developed.