A groundbreaking artistic and charitable initiative is set to transform the facade of the Brain Institute in Paris with an enormous mural spanning over 2,000 square feet, featuring portraits of donors, researchers, and patients. The project, called "The Generous Mural," is spearheaded by Olivier Goy, a photographer and activist who himself battles ALS (Charcot's disease) yet maintains unwavering joy and hope in his fight against the illness.
On Friday, September 26, and Saturday, September 27, 2025, from 3 p.m. to 7 p.m., Goy will personally photograph participants at the Drugstore Publicis on the Champs-Elysées in exchange for charitable donations. All proceeds will be donated directly to the Brain Institute to support research into neurodegenerative diseases. While this isn't a free opportunity, the altruistic nature of the project makes it a meaningful way to contribute to medical advancement.
The ambitious project, titled "The Generous Mural," represents more than just an artistic endeavor—it's a symbol of hope and collective action. Participants will have their portraits taken by Goy himself during the two-day photo shoot at 133 Avenue des Champs-Elysées. No appointment is necessary, and photos are taken in exchange for donations to support brain research.
Following the photography sessions, artist Vahram Muratyan will bring the mural to life using the collected portraits. The final artwork will feature a striking aesthetic combining black and white backgrounds for strong visual contrast. The 2,000+ square foot facade of the Brain Institute will display thousands of portraits of donors, researchers, and patients, serving as a testament to what Goy calls "Invincible Hope."
Beyond its monumental scale, The Generous Mural carries a unifying message about mobilizing for research, engaging collectively, and demonstrating empathy. Each portrait becomes part of a larger whole, illustrating how research advances through every face and every individual story. The project embodies the philosophy that "one more day" could change lives, emphasizing how a single day of collective action can have far-reaching impact.
The initiative extends far beyond aesthetics, with all funds raised being donated entirely to the Brain Institute to accelerate progress against neurodegenerative diseases. This blend of art and solidarity gives special meaning to each participant's contribution. By participating, individuals not only become part of an artistic work but also support an essential cause, demonstrating how a single act of selfless generosity can have immense impact when shared and transmitted to others.
Paris serves as just the starting point for this expanding movement. The project plans to reach other major cities including Lille, Lyon, Bordeaux, and even New York, with various adaptations such as exhibitions, collector books, and solidarity merchandise. In times when collective initiatives matter more than ever, The Generous Mural reminds us that everyone can contribute their part to building something greater.
The timing is particularly poignant, as this event follows other significant cultural moments in Paris, including a recent tribute exhibition to the late feminist street artist Miss.Tic, three years after her passing. The city continues to embrace projects that blend art with social consciousness, reinforcing Paris's role as a hub for meaningful cultural initiatives that extend beyond entertainment to create real social impact.
