The Mairie de Monaco is transforming the city’s advertising landscape with sleek, eco-friendly digital displays. This modernisation aims to cut visual clutter, enhance urban aesthetics, and generate more revenue to support local initiatives.
The project was announced to the press on Friday 6th February by Mayor Georges Marsan and Georges Gambarini, Municipal Councillor and Delegate to the Signage and Advertising Department. It includes a large-scale reduction of traditional paper advertising billboards, with 600 square metres of advertising space removed as part of the depollution efforts.
By 2026, there will be only 350 square metres of advertising space in the Principality, primarily on Princess Charlotte Boulevard, Boulevard d’Italie, Avenue du Port, and Boulevard Rainier III. The plan involves the phased dismantling of large-format billboards, with 17 taken down in January 2025 and six more scheduled for removal in 2026.
To compensate for the revenue loss, the Mairie is introducing new, more efficient digital advertising formats. New pedestrian-friendly digital displays will be strategically placed, including a 4.6m² LED screen at the eastern entrance of Monaco near Testimonio II and a 1.7m² double-sided LED display on Rue Princesse Caroline. These installations are designed to optimise communication while consuming significantly less energy than traditional digital media.
Sustainability is at the core of the project, with the Mairie adopting a new environmental charter in alignment with the vision of Prince Albert II and the Communal Council. The updated advertising strategy prioritises energy-efficient solutions, including advanced LED technology that consumes less power, has a lower carbon footprint, and offers a longer lifespan compared to traditional LCD screens. These digital displays feature automatic brightness adjustment to minimise light pollution and modular repairability to extend their usability. New advertising spaces within underground pedestrian galleries are also being introduced to further reduce visual clutter at street level.
“The Mairie remains the guarantor of the quality of life of Monegasques and residents,” said Mayor Georges Marsan. “As such, the harmonious integration of signage into the urban landscape is a priority. That’s why the Mairie is pursuing a proactive policy of visual decontamination. We are aware of the brightness of the signage and we are moving towards less energy-consuming LED panels.”
Municipal advertising generates approximately €2 million annually, providing essential funding for local services, including elderly care, cultural institutions, and community initiatives. As part of Monaco’s long-term vision, the modernisation effort aims to create a cleaner, more sustainable urban environment while ensuring that advertising remains an effective communication tool for businesses, associations, and public services.
“Advertising signage is an important reference for community and local life,” said Georges Gambarini. “The revenues from the service contribute to the municipal budget and provide vital finances Monaco’s day-to-day projects. Additionally, we are introducing dedicated advertising spaces for local associations to ensure that community initiatives receive the visibility they deserve.”
To ensure clarity, community announcements will feature distinct signage, setting them apart from commercial advertisements.
“We want advertising to be a useful, community-oriented, and environmentally responsible medium that supports the city’s overall vision,” concluded Gambarini.
Monaco Life is produced by real multi-media journalists writing original content. See more in our free newsletter, follow our Podcasts on Spotify, and check us out on Threads, Facebook, Instagram, LinkedIn and Tik Tok.
Main photo of new digital advertising panels on Avenue Prince Pierre in Monaco. Photo source: Mairie de Monaco