Duratran photographies backlighted (0,80 x 1, 20 m). ©Natacha Nisic – Le Plateau Frac Île-de-France 1999.

“Vivre” is a the Brand name for a national widespreaded multistore. “Vivre” means to live in French, translated in Japanese as “Ikiru”. People can read the sign without knowing what “Vivre” (to live) means.