Monnaie de Paris, France’s esteemed national mint dating back to the 9th century and officially established in the 13th century, underwent a significant transformation from 2011 to 2016 under the direction of Chiara Parisi.
Situated at 11 Quai de Conti, it evolved from its historic roots into a vibrant cultural center. This evolution included a new museum showcasing the art of minting and craftsmanship, and hosting modern and contemporary art exhibitions, redefining Monnaie de Paris’s role in the art and cultural world.
APART collaborated with Monnaie de Paris to reinvent the branding of its museum, focusing on the visual identity and communication for various events and exhibitions. Drawing from its experience with ToiletPaper Magazine, APART infused a creative disruption, breaking from Monnaie de Paris’s traditional image.
The rebranding under APART’s guidance signified a shift from its institutional heritage to a contemporary cultural icon. This strategic rebirth aligned the historic institution with the modern art and cultural sphere. The new visual identity was designed to appeal to a broad audience while honoring the institution’s rich heritage. A pop aesthetic with bold colors and gold accents was introduced, symbolizing wealth and the minting legacy of Monnaie de Paris.
Innovative typography played a key role, featuring a custom typeface inspired by international currency symbols, linking the institution’s monetary history to its global cultural presence. Conceptual photography became a hallmark of the brand, transforming images into evocative tableaux that blended irony and depth, essential to the brand narrative across communication materials and merchandise.
The Monnaie de Paris website reflects this new identity with a geometric, colorful layout, maintaining France’s high accessibility standards. APART developed an accessible website version that didn’t compromise on quality or detail. The site also integrates Monnaie de Paris’s historical and iconic roles with its renewed cultural mission, including an online Historical Coins Library, exhibiting over 1400 historical coins.
APART’s redesign repositioned Monnaie de Paris as a dynamic and relevant cultural institution. Each design element was aligned meticulously with the brand ethos and future goals, marking a new era of cultural significance and global appeal.
This project highlighted the significance of creativity and boldness in brand reinvention. By tapping into Monnaie de Paris’s essence, APART ventured into new creative realms, leading to a successful rebranding. The scale of this project catalyzed APART’s evolution into a full-service branding agency, enhancing its business model and capabilities.
The transformation of Monnaie de Paris is a testament to the power of innovative design in rejuvenating historical institutions, proving that even the most traditional establishments can adapt and thrive in the contemporary cultural landscape.
CREDITS
Photo: Jacopo Emiliani
