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.

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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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