The art, the city, the economy...: the Magasins Généraux break down the boundaries

In 1930, they were used to store grain and cereals, before being used by the customs, abandoned at the end of the 1990s and taken over by graffiti artists and street artists from around the world. At the dawn of the 21st century, the Magasins généraux are breaking free from their history and are blowing a wind of freedom into the arts, communication and culture in the broad sense. As a creative centre based in Pantin (north of Paris), resolutely turned towards their territory, conceived and operated by a leader in advertising, with an economic model that partially relies on brands, the Magasins généraux break codes and boundaries. Born of the conviction that a company cannot isolate itself in its ivory tower, but must open up to its social, cultural and artistic environment, they were imagined on the basis of no existing model, as a laboratory that tests other approaches, takes brands on different adventures, invents, mixes, brews...