To preserve as much as possible of this artwork, we modelized the largest real building ever in WebGL: 20,000m2 modelized in 3D, with 5,200 photos taken on site, calibrated and integrated with the 3D model.

We asked Karim Boukercha, street art curator, to reference up to 79 pieces of art and identify 42 famous street artists.

Finally we created a module so that people can make their own graffiti in the virtual building with already more than 64,000 virtuals graffs.

As an internal agency project, Graffiti Général had no media budget for its launch. We relied solely on the interest of the media and on word of mouth. Before the reconstruction work started, we invited journalists to visit the building and also give them the opportunity to discover the virtual experience whilst being in the real building.

With a zero media investment, Graffiti General had tangible results as:

- Over 20,000 virtual graffs the first week

- More than 64,000 virtual graffs in total

- 150,000 visitors

- 165 reached countries

- Hundreds articles

- Thousands tweets

- Graffiti General is now in the Google Cultural Institute gallery