This campaign illustrates the Philharmonie de Paris in one word: Ouverture. The term translates into ‘opening’ and is also the French word for ouverture, signifying that this is much more than an inaugural campaign – it invokes the very essence of the philharmonie.

The logo is designed around as a single, unbroken line, both simple and graced with a certain sophistication by the two letter Ps resonating against one another. It strikes the eye like a stamp or a seal, a tribal marking or even a tattoo. This logo comes to life when set against a backdrop: the idea here was to create surprising and evocative associations between a straight, statuesque logo and a rich, varied iconography: when set against a landscape of raw nature, it’s the logo’s classical, mystical side that come through. Against colourful playful images the softer, more pop side of the logo is expressed. It's a logo that can relate to every style of music and every type of audience, allowing the Philharmonic to retain its presence on every page while disappearing behind the subject - whether classical music, current styles or a renowned soloist.

As part of the campaign, the logo took on a new setting: the ear. This time, it was the listener taking centre stage, with the image of a curtain of hair being parted by an ear showing the opening of the philharmonic, and music being opened up for everyone.

100 days after its opening, we can say without doubt that the huge gamble that was La Philharmonie de Paris has paid off: more than 452,000 people have visited the Philharmonic, with attendance standing at 97% - a figure unheard of for classical music in France. During the open-door weekends in mid-January, people queued for over 3 hours to gain access to the concerts. Media reaction before the opening was around 80% negative; today, it’s 80% positive - this despite controversy surrounding the building's construction, which even now remains incomplete.

The desired blend of audiences has been achieved: the Philharmonic is surely one of the only places in the world where you'll find a lady in a mink coat perched beside city kids taking a break from MTV - the dream of a Philharmonic that's truly for everyone is beginning to become a reality.

La Philharmonie de Paris is alive in the tunnels of the metro, its logo accompanying news of concerts, exhibitions and events, making the image a part of everyday Parisian life.

Ultimately we'll have to wait some time to know if it has really achieved its goal: preserving the future of classic music, whose average audience age is 67.

We’ll meet back here in 20 years to see if that’s still the case.