Loxam Celebrates 50 Years with 500-Square-Meter Fresco on Headquarters Façade

Europe’s largest equipment rental company Loxam celebrated its 50-year anniversary by installing a vast fresco on the glass façade of its group headquarters in Porte Maillot, Paris.

Michael Roth

March 29, 2017

More than 50000 vehicles per day pass Loxam39s headquarters building in Place de la Porte Maillot in Paris — More than 50,000 vehicles per day pass Loxam's headquarters building in Place de la Porte Maillot in Paris.

Europe’s largest equipment rental company Loxam celebrated its 50-year anniversary by installing a vast fresco on the glass façade of its group headquarters in Porte Maillot, Paris. Spanning almost 500 square meters, the specially created visual “represents the vitality that has been the Group’s hallmark over the past 50 years,” the company said.

The fresco was produced by the agency SuperCafard in association with JCDecaux Advertising. It took three days to install. Five spotlights are trained on the visual, which will now be visible to more than 50,000 vehicles per days passing through the Place de la Porte Maillot between now and the end of June.

Founded in Brittany in 1967, Loxam is now spread over 21 countries.

About the Author

Michael Roth

Editor

Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.