Eiffel Tower reimagined by Dassault Systèmes and Wunderman Thompson


Dassault Systèmes and Wunderman Thompson France have reimagined one of the world’s most recognisable landmarks, the Eiffel Tower, in a stunning visualisation to inspire key players in the industry to design and build more sustainably.

Eiffel Tower reimagined

Setting themselves the challenge of reimagining Gustave Eiffel’s iconic building using today’s technology, the team has brought together best practice decarbonisation, sustainable production, cleaner energy consumption, circular economy and, of course, world-leading design to pave the way for future sustainable practices across the Infrastructure & Cities sector.

The visualisation is part of the ‘Building Tomorrow’ campaign, which includes a six-part documentary series and personalised content for a B2B audience and guides viewers through the journey of the tower’s reinvention to demonstrate how Dassault Systèmes’ collaborative platform, the 3DEXPERIENCE platform, is today’s solution to meet tomorrow’s challenges.

Today’s technology for tomorrow’s solution

The 3DEXPERIENCE platform is a way for experts to collaborate and innovate more sustainably at every stage, considering the impact of their decisions, from the beginning of the project to its dismantling. 

Dassault Systèmes’ platform offers them the ability to work on a virtual twin, an exact and scientific representation in the virtual world of a product, process, or even a territory. 

This virtual twin can be used by all stakeholders, allowing them to design, test, simulate, collaborate and validate all their options and decisions, before implementing them in the real world.

In order to promote this platform to key players who will be able to use it immediately to create real-life change to outdated models, Wunderman Thompson France developed an audacious yet personalised campaign. 

It allows the various public and private B2B audiences to instantly understand the solution, its advantages and specificities.

Not only that but Wunderman Thompson France created beautiful visualisations of the final model, to bring the plans to life and demonstrate its full capabilities to key players.

The resulting visuals, both still images and videos, showcase the very pinnacle of the bold, ambitious designs. Some of the images show ‘today’s Eiffel Tower’ alongside the one we know so well, skillfully highlighting the juxtaposition, and similarities, between old and new.

Vincent Druguet, CEO of Wunderman Thompson France, said: “The 3DEXPERIENCE platform can’t be told, it needs to be visualised and we had to demonstrate how it works. We chose to prove it through a real example, and what an example: one of the most iconic monuments in the world.”

Florence Verzelen, Executive Vice-President Industry, Marketing and Sustainability, said: “The ‘Building Tomorrow’ program is at the centre of what we want to do at Dassault Systèmes. 

“In fact, our purpose is sustainable innovation to harmonise product, nature and life. It means we want to provide solutions that are going to empower our ecosystem of innovators to build a more sustainable future. 

“We only have until 2030 to significantly reduce our way of innovating, creating and life-cycling our assets, or we won’t be able to give our children a liveable planet.”

Iconic ideas: Dassault and WT give the Eiffel Tower a 21st century makeover.

An exclusive series for a unique new monument

It was decided that the best way to truly showcase this vision was in documentary videos and targeted content for the various players in the sector. The ‘Building Tomorrow’ series retraces the journey of this idea, from conception right through to the beautifully executed end result. It not only demonstrates that it is possible to respond to the problems and challenges of tomorrow, it also shows the way to do so.

Vincent Druguet, CEO of Wunderman Thompson France, said: “The end result of this collaboration is a vision which could quite literally change the face of our world as we know it. 

“The documentary series showcases the result of world-leading experts collaborating to use groundbreaking technology, combating the challenges of tomorrow using today’s expertise.

“It culminates in the design of a low-carbon, circular and regenerative tower that responds to the main challenges generated by accelerated urbanisation: greenhouse gas emissions, energy consumption, quality of life and re-vegetation of cities.

“Of course, this project is virtual, but its implications are real. It shows us that it is possible today to profoundly transform the Infrastructure & Cities sector to make it ready for a sustainable tomorrow”.