Parijs 3641 km

During the Tour de France Grand Départ in Rotterdam in 2010, the organizers wanted to create something special that would reference Dutch cycling culture. In the Netherlands, everyone knows the familiar ANWB cycling sign pointing to Paris — 419 kilometers. But the Tour riders would take a much longer route: 3,641 kilometers. Inspired by this iconic Dutch wayfinding, Mothership designed a massive signpost that indicated not the shortest route, but the entire length of the Tour.

This artwork, consisting of two giant stickers each measuring 2 meters high and 750 meters long, adorned both sides of the Nationale-Nederlanden building in Rotterdam. Printed on transparent vinyl, the installation served as a spectacular tribute to the sporting event — visible from nearly every vantage point across the city.

The project was presented during the Grand Départ of the 2010 Tour de France and was produced by Mothership in collaboration with Blomsma Print & Sign, commissioned by the Project Bureau Grand Départ Rotterdam 2010, and supported by Nationale-Nederlanden. Mothership developed the concept, created the design, and acted as project manager and producer.