The Guggenheim Museum Bilbao has announced it will use a special coating in its outdoor advertising campaign materials that turns them into active air purifiers.
This treatment aims to improve the environment and is based on the natural process of photocathalysis, which causes a purifying effect similar to that of trees.
The banners advertising the exhibition of artist Olafur Eliasson and the tram which will be entirely covered with advertising vinyl will be treated with Pureti® Print.
Developed in collaboration with NASA and certified by different international laboratories, the technology is used by Estudios Durero during the production of the Museum’s graphic communication materials.
The present impact of these outdoor advertising campaigns could be equivalent to the air purifying effect of over 700 trees.
Juan Ignacio Vidarte, director general of the Museum, commented: “A technology that allows us to help purify the air in our city was a great opportunity to go a step further in the Museum’s commitment to contribute, in all aspects possible, to stop climate change. Just as we are cutting down power consumption thanks to the change of the lighting systems in the Museum galleries, the possibility of purifying the air while acquainting our audiences with our art program was a great chance.”