{"id":9780,"date":"2013-10-30T14:01:33","date_gmt":"2013-10-30T13:01:33","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=9780"},"modified":"2021-01-23T08:01:07","modified_gmt":"2021-01-23T07:01:07","slug":"transmedia-art","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/10\/30\/transmedia-art\/","title":{"rendered":"Tour Paris 13 : ils ont tout compris au transmedia et \u00e0 l’Art en g\u00e9n\u00e9ral"},"content":{"rendered":"

Le Transmedia Art j’en\u00a0avais entendu parler mais je n’en avais jamais vu de pr\u00e8s. Jusqu’au jour o\u00f9 j’ai entendu parler de la tour Paris 13, que ma femme avait vue la premi\u00e8re. \u201ctu devrais aller voir, pr\u00e8s du pont de Bercy, c\u2019est fantastique\u201d m’a-t-elle dit en me montrant une photo prise sur son mobile en passant en m\u00e9tro. Et il est vrai que c’\u00e9tait intriguant. Puis c’est un ami en discutant autour d’un verre qui m’en a reparl\u00e9.<\/i><\/p>\n

Tour Paris 13 : ils ont tout compris au transmedia et \u00e0 l’Art en g\u00e9n\u00e9ral<\/h2>\n
\"Tour
Une pi\u00e8ce transform\u00e9e en carte m\u00e8re fluorescente (enfin, c’est ce que j’y vois) voir ici toutes les photos<\/a><\/figcaption><\/figure>\n

\u00ab\u00a0Tu devrais voir la Tour Paris 13 et aller prendre des photos\u00a0\u00bb m’a-t-il dit, et c’est l\u00e0 que j’ai appris que notre confr\u00e8re et ami de Media Aces, J\u00e9r\u00f4me Deiss \u00e9tait tr\u00e8s impliqu\u00e9 dans cette op\u00e9ration. Ce n’est que bien plus tard que j’en ai entendu parler \u00e0 la t\u00e9l\u00e9vision – un jour de perdition o\u00f9 je l’avais allum\u00e9e.<\/p>\n

C’est bien cela le bouche \u00e0 oreille, un m\u00e9canisme de \u00ab\u00a0non publicit\u00e9\u00a0\u00bb, un objet de communication non identifi\u00e9 qui circule tout seul ; et vous savez pourquoi il circule tout seul ? Parce que c’est cher ? Non ! Parce qu’il y a des gens c\u00e9l\u00e8bres ? Non ! Parce qu’il y a eu de la pub \u00e0 la TV ? Non plus ! Si ce bouche \u00e0 oreille a circul\u00e9, c’est que les internautes – donc monsieur et madame tout le monde – s’en sont empar\u00e9s, que cela leur plaisait, que ce contenu \u00e9tait bon, il \u00e9tait fait pour eux, pas dans un esprit mercantile.<\/p>\n

Je n’ai pas regrett\u00e9 mon coup de fil \u00e0 J\u00e9r\u00f4me, car les photos que j’ai prises valaient vraiment le coup et je m’en suis mis plein la vue<\/a>. Alors, voici : pour les artistes dans l’\u00e2me, vous pourrez cliquer sur les photos de l’Antimuseum<\/a> et vous r\u00e9galer, et pour les marketeurs en mal de buzz, vous pourrez lire le compte-rendu de J\u00e9r\u00f4me, ci-apr\u00e8s, pour comprendre les astuces qu’ils ont employ\u00e9es. Une remarquable op\u00e9ration \u00e0 mon avis, et au tout premier chef du fait de la qualit\u00e9 des artistes et des \u0153uvres propos\u00e9es.
\n<\/em><\/span><\/p>\n

\"antimuseum.com-tourparis13-3149\"<\/a>
une op\u00e9ration de transm\u00e9dia ? … avant tout des oeuvres d’Art, comme cette superbe panth\u00e8re violette, dont le visage est refl\u00e9t\u00e9 dans une glace plac\u00e9e le long d’un mur.<\/figcaption><\/figure>\n

Tour Paris 13 : quand le transmedia grave le street-art sur le Web<\/h3>\n

Le transm\u00e9dia est une nouvelle m\u00e9thode pour raconter une histoire (storytelling) dont le d\u00e9roul\u00e9 sera suivi sur diff\u00e9rents supports qu\u2019ils soient off ou online. Dans cette optique le transmedia permettra donc de franchir la membrane poreuse entre la r\u00e9alit\u00e9 et le virtuel. C\u2019est le dispositif qui a \u00e9t\u00e9 choisi pour mettre en lumi\u00e8re l\u2019histoire de la Tour Paris 13.<\/p>\n

\"image\"<\/a>Depuis le premier octobre et pour une dur\u00e9e de 30 jours, la Tour Paris 13 est ouverte au public, le quidam traverse l\u2019univers du street-art \u00e0 travers les \u0153uvres d\u2019une centaine d\u2019artistes de tous pays et de techniques h\u00e9t\u00e9rog\u00e8nes. Le street-art a modifi\u00e9 la fa\u00e7on de regarder la rue, l\u2019environnement urbain dans lequel je me d\u00e9place. Le projet Tour Paris 13 a modifi\u00e9 la perception du street-art et des street-artistes, mais aussi la mani\u00e8re de traduire une exp\u00e9rience esth\u00e9tique.<\/p>\n

Tour Paris 13 par tourparis13<\/em><\/h3>\n

Un enjeu temporel<\/strong><\/h4>\n

C\u2019est lorsque la d\u00e9cision de d\u00e9truire cette tour, qui se dresse au c\u0153ur du 13\u00e8me arrondissement de Paris, est devenue irr\u00e9vocable qu\u2019a \u00e9merg\u00e9 le projet Tour Paris 13. Les street-artistes se sont empar\u00e9 de cet \u00e9difice \u00e0 l\u2019abandon : Au d\u00e9part une simple goutte orange fluo, et petit \u00e0 petit la magie coupl\u00e9e \u00e0 la technique des street artistes a donn\u00e9 naissance \u00e0 un v\u00e9ritable joyau du street-art sur 11 niveaux, du sous-sol au 9\u00e8me \u00e9tage, en passant par le rez-de-chauss\u00e9e. Par d\u00e9finition le street-art est \u00e9ph\u00e9m\u00e8re et la force du projet de la Tour Paris 13 est justement de ne pas aller \u00e0 l\u2019encontre des choses. La d\u00e9molition de la Tour 13 est la meilleure chose qui puisse arriver aux oeuvres dans le monde r\u00e9el. Mais avec la mise en ligne du site Tour Paris 13 c\u2019est toute la puissance du transm\u00e9dia qui donne une autre dimension au projet. Permettre de garder la seule trace num\u00e9rique de quelques street-artistes sur le Web. L\u2019engouement pour la tour Paris 13 est r\u00e9el \u00e0 tel point que sont apparues des p\u00e9titions pour prolonger la dur\u00e9e des visites avant la destruction :<\/p>\n

D\u00e8s l\u2019inauguration de la tour 13 le hashtag TourParis13 et les photos sont propuls\u00e9es sur Twitter, Facebook et instagram via les smartphones.<\/p>\n

Le r\u00f4le du hashtag<\/strong><\/h4>\n

Le hashtag \u00ab TourParis13 \u00bb permet de suivre l\u2019ensemble des conversations, interactions, Twitter, Facebook, Instagram, Pinterest, Google+\u2026 Il envahit litt\u00e9ralement les r\u00e9seaux sociaux les plus importants, c\u2019est le tatouage num\u00e9rique que chaque visiteur a appos\u00e9 sur les photos ou commentaires.<\/p>\n

via Tour Paris 13 : quand le transmedia grave le street-art sur le Web<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le Transmedia Art j’en\u00a0avais entendu parler mais je n’en avais jamais vu de pr\u00e8s. Jusqu’au jour o\u00f9 j’ai entendu parler de la tour Paris 13, que ma femme avait vue la premi\u00e8re. \u201ctu devrais aller voir, pr\u00e8s du pont de Bercy, c\u2019est fantastique\u201d m’a-t-elle dit en me montrant une photo prise sur son mobile en …<\/p>\n","protected":false},"author":2,"featured_media":61066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2898],"tags":[],"class_list":["post-9780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-digitale"],"yoast_head":"\nTour Paris 13 : ils ont tout compris au transmedia et \u00e0 l'Art en g\u00e9n\u00e9ral<\/title>\n<meta name=\"description\" content=\"Le Transmedia Art j'en\u00a0avais entendu parler mais je n'en avais jamais vu de pr\u00e8s. 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/9780","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=9780"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/9780\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/61066"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=9780"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=9780"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=9780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}