The treatment, which is based on the natural process of photocathalysis, has been applied to adverts across Bilbao for shows including the new exhibition from environmentally-conscious artist Olafur Eliasson. This approach could, the museum notes, have the equivalent air purifying impact of 700 trees.

All the new signs have been treated with Pureti Print, a technology developed in collaboration with NASA and that has since received certifications from a range of international laboratories.

In the words of its director general, Juan Ignacio Vidarte, Guggenheim Bilbao has embraced a “great opportunity to go a step further in the Museum’s commitment to contribute, in all aspects possible, to stop climate change” by utilising the technology.

Chartered Institute of Fundraising October 2021

Photocathalysis is triggered in the advertising when sunlight turns oxygen and water vapour into agents which combat pollutants such as NOx, SOx, or VOCs. It also has a positive impact on bacteria, mold and bad odours.

Pureti Print was developed as part of the European Union’s HORIZON 2020 programme, designed to research and innovate for a less environmentally damaging future across the continent.

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