Procidis’ Maestro Welcomed to Grévin Museum

Procidis, part of Banijay Kids & Family, has announced an interactive installation at Paris’ Grévin, with Maestro, the hero of its animated educational series “Once Upon a Time...Life.”

The installation, in partnership with France Télévisions Okoo, is set within the world of “Once Upon a Time...Life,” with a recreation of the cell control office from the series. Centred around Maestro, reimagined in statue form, the activation gives visitors an immersive and interactive experience, uncovering the history of the museum and the process behind creating its iconic wax statues.

Sculptor Stéphane Barret is behind the custom-made creations of Maestro and his cunning, mischievous co-star Nabot, based on drawings by illustrator Jean Barbaud. The installation will be further supported in 2025 with an extensive out-of-home campaign in the Paris subway. Opening in 1882 on the Grands Boulevards, Paris, Grévin welcomes more than 900,000 visitors each year. Maestro and Nabot join other iconic animated characters at the museum including the Little Prince, Asterix and Obelix, Paw Patrol, Lady Bug and Cat Noir.

“Banijay Kids & Family is focussed on amplifying its IP with innovative brand strategies and live experiences and immersive events are key growth areas for the business,” says Benoît Di Sabatino, president, Prodicis, chief exeutive officer. Banijay Kids & Family. “This activation is a great example of this and a seamless fit with Hello Maestro’s values, leveraging its reputation as a leader in the edutainment field.”

Related:Banijay Kids & Family Expands Portfolio with Procidis Acquisition

“’Once Upon a Time…Life’ is an ideal brand for the immersive experience space and our partnership with Grévin allows fans of the show to connect with the characters in an entirely new way,” says Hélène Barillé, Managing Director of Procidis. “The museum is the perfect home for Maestro, who, as a trusted source of educational information, is perfectly placed to take visitors on a never-before-seen journey behind the scenes of this iconic institution.”

In September, Banijay Kids & Family confirmed the majority acquisition of Procidis, creator of “Once Upon a Time…” and inclusive of its iconic umbrella brand, Hello Maestro.