Something in the air
In an effort to help improve the environment, the Guggenheim Museum in Bilbao has used a special coating on its outdoor advertising campaign materials that effectively transforms them into active air purifiers by using the natural process of photocathalysis that provides a purifying effect similar to that of trees.
Thus, the large banner announcing the exhibitions on the Museum facade, plus the banners advertising the exhibition of artist Olafur Eliasson installed on the lampposts along some of Bilbao’s main streets, together with the tram that is entirely covered with advertising vinyl, have all been treated with Pureti Print.
Developed in collaboration with NASA and certified by different international laboratories, this technology was used by Estudios Durero during the production of the Museum’s graphic communication materials.
The present impact of these outdoor advertising campaigns could be equivalent to the air purifying effect of over 700 trees.
As Juan Ignacio Vidarte, Director General of the Museum, explained: “A technology that enables us to help purify the air in our city was a great opportunity for the Museum to underline its commitment to lessening the negative aspects of climate change.
“Just as we are reducing our power consumption, due to changing the lighting systems in the museum galleries, the possibility of purifying the air, while also acquainting our audiences with our art programme, was an option that we were eager to explore.”
The scientific basis of Pureti Print is photocathalysis, a chemical reaction triggered by sunlight that turns oxygen and water vapour in the air into cleaning agents of pollutants, such as NOx, SOx, or VOCs, as well as bacteria, mould, and bad odours. The benefits of this technology have been recognised by Tecnalia, a Spanish based benchmark centre in photocathalysis.
Pureti Print is part of the European Project iSCAPE, which was conceived to respond to the most important challenges that Europe will face in the future, with measures such as the development of activities to improve air quality and reduce pollution. Said project is part of HORIZON 2020, the most important European Union Framework Programme for Research and Innovation.