In his own words, French artist JR creates ‘infiltrating art’ and is driven by an ambition to bring art to as many people as possible. Hence, he creates epic installations all over the world, involving hundreds of thousands of people and blurring the line between artist, artwork, spectator and participant. 

Born in 1983, JR transitioned from graffiti art to photography and installation at the age of 17. After finding a camera on the Paris Metro, he began to document the street art he and his friends were creating, displaying the photographs on walls around the city and transforming the streets of Paris into what he termed ‘Sidewalk Galleries’. In the following years, JR travelled Europe to meet with other artists interested in street art, who inspired him to treat the walls and facades of cities as his canvas.

Even before exploring methods of optical illusion in his artwork, as his most recent projects do, the exact positioning and sites of his images were always carefully planned. For example, in one of his earliest series, ‘Portraits of a Generation’ (2005), JR took photographs of individuals involved in the riots occurring in Paris that year and pasted the images in the wealthier neighbourhoods, underscoring the lack of representation of these communities in the media. Over the next two decades, JR travelled extensively around the world, from Brazil to Cambodia, New York to Ukraine, creating site-specific installation projects intended to amplify lesser heard voices. 

In recent years, the participatory quality of JR’s practice has evolved into a complete blurring of the line between subject and spectator in his huge scale optical illusions realised as photographic installations. For example, in 2016 he created a photographic installation at the Louvre, for which he made the museum’s glass pyramid ‘disappear’ by pasting the structure in his now iconic black and white strips of paper. The effect was achieved through the artist’s masterful control of trompe l’oeil and anamorphosis.

JR has exercised these techniques across many projects, including huge photographic collages pasted at the foot of the Eiffel Tower or on the grounds of a Californian prison, as well as giant billboards erected around the pyramids of Egypt or at the US-Mexico border. The engagement with scale, optical illusion and visual manipulation exhibited in these projects has become a defining feature of the artist’s practice. 

JR has recently reproduced images of his inherently ephemeral artworks as physical prints or NFTs. In doing so, JR not only cements these temporary installations in history, but he also infuses into them a new dimension of audience engagement by allowing people from across the world to participate in his site specific, temporal projects. 

Characteristically, JR leaves the meaning of his creations ambiguous, explaining that it is reliant on the interpretation of the viewer-participant. JR has described his ambition as being to create the “largest art gallery in the world” by reaching as many viewers as possible, further realised by his recent engagement in printmaking, a medium intended for wider distribution and viewership. In this way, JR releases even more control to the viewer-participant, consistent with his unwavering belief that it is only through the audience that his artworks are given meaning.

In his own words, French artist JR creates ‘infiltrating art’ and is driven by an ambition to bring art to as many people as possible. Hence, he creates epic installations all over the world, involving hundreds of thousands of people and blurring the line between artist, artwork, spectator and participant. 

A gaping hole in the ground opens under a cloudy sky. Underneath is a black and white view of the busy Paris life, where the Eiffel Tower, whose pillars are precariously perched on rocky cliffs, geometrically divides the composition. At the very centre of the image, a person is jumping or even flying over the terrifying abyss, holding an umbrella. 

‘Trompe l’oeil, Les Falaises du Trocadéro, 18 mai 2021, 19h58, Paris, France, 2021’ (JR1-1, 2021) is a Giclée print based on a photograph of JR’s installation located on the Parvis des Droits de l'Homme, in which he imagined a new environment for the iconic urban landscape of Paris. JR used the anamorphosis technique, which allows an image to be fully revealed from a specific point of view, to create the illusion of a vast precipice under the Eiffel Tower. 

As with the rest of his practice, JR left it up to the viewers to make their own interpretation of the work. His stunning installations find their true fulfilment through public interaction and collaboration, constantly changing their meaning. The arresting, unexpected visual, however, is part of his continued efforts to bring wonder and surprise to urban environments.

Trompe l'oeil, Les Falaises du Trocadéro, 18 mai 2021, 19h58, Paris, France, 2021

A gaping hole in the ground opens under a cloudy sky. Underneath is a black and white view of the busy Paris life, where the Eiffel Tower, whose pillars are precariously perched on rocky cliffs, geometrically divides the composition. At the very centre of the image, a person is jumping or even flying over the terrifying abyss, holding an umbrella. 

‘Trompe l'oeil, Les Falaises du Trocadéro, 19 mai 2021, 19h57, Paris, France, 2021’ (JR1-2, 2021) is a Giclée print based on a photograph of JR’s 2021 installation located on the Parvis des Droits de l'Homme, Paris. By carefully arranging paper on real-life architecture, the artist imagined a monochrome view of the iconic Eiffel Tower standing over rocky cliffs, far above the city. 

This print captures the installation on a warm spring evening. The darkening sky and frothy clouds generate a sense of depth that intensifies the evocative elements of JR’s fantastical vision. On the left side of the photograph, however, a few small human figures can be seen, walking around the installation and somewhat bringing a sense of realism to the imaginary landscape. 

According to JR’s philosophy, art belongs to the everyone, and the artist strives to include the public not only in the fruition but also in the production of his installations. The inclusion of bystanders in this print, then, exemplifies the basic tenet of his practice: enjoyment and participation must go hand in hand for the creation of an artwork that is truly transformative. 

Trompe l'oeil, Les Falaises du Trocadéro, 19 mai 2021, 19h57, Paris, France, 2021

‘Trompe l'oeil, Les Falaises du Trocadéro, 19 mai 2021, 19h57, Paris, France, 2021’ (JR1-2, 2021) is a Giclée print based on a photograph of JR’s 2021 installation located on the Parvis des Droits de l'Homme, Paris. By carefully arranging paper on real-life architecture, the artist imagined a monochrome view of the iconic Eiffel Tower standing over rocky cliffs, far above the city. 

In a kind of postcard view of one of the most iconic attractions of Paris, this print shows a stormy sky and a bright rainbow behind the Eiffel Tower. The striking light effect, however, contrasts with the monochrome vision of an enormous precipice opening under the tower’s pillars. This rocky environment reveals the busy, everyday life of Paris, with cars and pedestrians buzzing along the street.

This Giclée print is based on a photograph of JR’s 2021 installation located on the Parvis des Droits de l'Homme, Paris. The artist created this stunning imaginary view of the well-known Parisian landscape through an effect known as anamorphosis, which is achieved by the carefully planned distortion of the image to suit a single vantage point. To this effect, JR pasted coloured paper on real-life architecture, with the final image being revealed only at a specific location.

Interested in questions of social equality and public access to art, JR is keen to involve people in his large-scale projects. This photograph captures a few bystanders on the left side, which are variously interacting with the artwork and enjoying the views below. These spectators, then, are part of a fluid dialogue between the beauty of natural events and that of real and imagined architectures. 

Trompe l'oeil, Les Falaises du Trocadéro, 21 mai 2021, 20h03, Paris, France, 2021

In a kind of postcard view of one of the most iconic attractions of Paris, this print shows a stormy sky and a bright rainbow behind the Eiffel Tower. The striking light effect, however, contrasts with the monochrome vision of an enormous precipice opening under the tower’s pillars. This rocky environment reveals the busy, everyday life of Paris, with cars and pedestrians buzzing along the street.

In this print, the Eiffel Tower is photographed at night, an iconic monument shining with bright lights over a deep purple sky. This artificial illumination, however, stops abruptly, as the tower’s pillars appear to turn suddenly black and white and seem to become part of a rocky natural landscape.

‘Trompe l'oeil, Les Falaises du Trocadéro, 25 mai 2021, 22h18, Paris, France, 2021’ (JR1-4, 2021) is a Giclée print based on a photograph of JR’s 2021 installation located on the Parvis des Droits de l'Homme. The artist imagined a new environment for the iconic urban landscape of Paris by using the anamorphosis technique, which allows an image to be fully revealed from a specific point of view. By carefully pasting coloured paper, JR was able to create the illusion of a vast precipice under the Eiffel Tower.

The nocturnal setting of this image heightens the sense of wonder and surprise that are key to the installation. Below the rocky cliffs, Paris appears as hectic as ever, with cars and pedestrians buzzing along the street. The black and white view, however, is in striking contrast with the bright city lights. JR’s vision, here captured with no spectators or passers-by, remains mysterious and alien, like an image emerging from a distant memory or a dream. 

Trompe l'oeil, Les Falaises du Trocadéro, 25 mai 2021, 22h18, Paris, France, 2021

In this print, the Eiffel Tower is photographed at night, an iconic monument shining with bright lights over a deep purple sky. This artificial illumination, however, stops abruptly, as the tower’s pillars appear to turn suddenly black and white and seem to become part of a rocky natural landscape.

Terms of Service

## This Privacy Notice and your rights

1\. This Privacy Notice describes how the HENI Group of businesses process personally identifiable information (“Personal Data”) in accordance with data protection laws.

2\. The HENI Group businesses to which this Privacy Notice applies (“we”,“us”,“our”) are:

• Prudence Cuming Associates Ltd, which is the Data Controller of Personal Data relating to that business (please contact [terms@pca.com](mailto:terms@pca.com)); and

• Heni Gmbh, which is the Data Controller of Personal Data relating to that business (please contact [terms@heni.com](mailto:terms@heni.com) ); and

• Pierce Protocols Ltd, which is the Data Controller of Personal Data collected and processed through all other websites, products and services provided within the Heni Group (unless a group company has its own privacy notice) (please contact [terms@heni.com](mailto:terms@heni.com)); To review the relevant privacy notices of any other group company or affiliated entities in the HENI Group of businesses please review the relevant website or contact us for further information.

3\. By visiting any HENI Group website or when completing any customer or client registration process with us and/or placing an order on our websites, you agree to be bound by the terms of this Privacy Notice, which also includes our Cookies Policy (see below).

4\. This Privacy Notice also applies more generally to and provides information for the benefit of a wider range of individuals on whom we process Personal Data, whether or not such individuals are our customers and clients, contacts, suppliers, contractors, or visitors to our websites or premises.

5\. Data protection laws generally provide individuals with rights in relation to the processing of their Personal Data. These include rights to information relating to such processing, to access to such Personal Data, to object to the processing, to rectify, erase, restrict and to port such Personal Data. You can seek to exercise any of these rights or make any other enquiry about our use of your Personal Data by contacting us at any time using the relevant Data Controller email address(es) above.

6\. Our aim always is to process Personal Data fairly, lawfully and transparently. However, if you are unhappy with the information provided in this Privacy Notice or have any broader questions or concerns please email the relevant Data Controller email address(es) above. If you remain dissatisfied you may raise your unresolved issues directly with the Information Commissioner’s Office (who can be contacted at Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF or via ico.org.uk).

## Personal Data we may collect from you

7\. When you want to register with or make purchases through any HENI Group website, we will ask you to input and we will collect Personal Data from you (such as your name, e-mail address, billing address, delivery address, telephone number, product selections, and payment information). This includes when you subscribe to receive newsletters or notifications, post comments on our websites or contact us using the ‘contact’ form on our websites.

8\. We may also collect information about where you are on the internet (e.g. the URL you came from, IP address, domain types like .co.uk and .com), your browser type, the country and telephone area code where your computer is located and the pages of our website that were viewed during your visit. We may collect this information even if you do not register with us.

9\. More generally, and subject to this Privacy Notice, we may also obtain Personal Data when you meet with us or correspond with us by email, post, telephone or any other method.

10\. Personal Data about you may also be collected from publicly available records or from other sources, including other affiliates of the HENI Group of businesses.

11\. We may also obtain Personal Data about you when we use video cameras and aerial UAVs for the purpose of creating video footage and photos relating to artworks. For example, whilst filming on location, members of the public may be captured in images/video footage. Any member of the public whose image is captured would be very distant and it is unlikely that they will be recognisable. In the event they are recognisable, we would blur them out of any edited footage.

## Security of your Personal Data

12\. We will treat all your Personal Data as confidential and will only disclose it to third parties outside the HENI Group in accordance with this Privacy Notice. We will keep Personal Data secure and fully comply with all applicable UK data protection and consumer legislation from time to time in place.

13\. The HENI Group will retain Personal Data for at least the length of time required for the specific purposes for which it is processed, as set out in this Privacy Notice, and for such additional periods as are required by law or in order to ensure best practice (including effective back-up systems).

14\. We will take all reasonable care, in so far as it is in our power to do so, to keep your Personal Data, and the details of your orders and payments secure, but in the absence of proven negligence on our part we cannot be held liable for any loss you may suffer if a third party procures unauthorised access to any Personal Data we process on your behalf.

## Processing and disclosure of your Personal Data

15\. The HENI Group will process your Personal Data for the following purposes or as otherwise set out in this Privacy Notice, on the basis that such processing is in our and/or your legitimate interests:

• for the purposes of negotiating or performing any contracts entered into between you, or some company to which you are affiliated, and any HENI Group business;

• to address any correspondence, comments or enquires made by you;

• to allow you to participate in interactive features on our websites, should you choose to do so, and to provide the services you request;

• to email you with HENI Group invites, newsletters and/or suggestions about products, services or content that may be of interest to you, where we have a legitimate interest to do so in compliance with data protection and privacy law and/or where you provided your consent. However, you may stop such notifications at any time by contacting our customer services team by emailing the relevant Data Controller email address(es) above using the word “unsubscribe” in the subject line or otherwise by opting out of the particular email in the manner described;

• for the effective management of the HENI Group of businesses in accordance with our legitimate interests, such as in group structuring and management, engaging suppliers, generating surveys and statistics, measuring performance and website usage, implementing service improvement and marketing plans, etc;

• disclosing your Personal Data to third parties outside the HENI Group of businesses for the purposes stated above, including on your behalf or in order to enforce or apply our Terms and Conditions, or to protect the rights, property, or safety of HENI Group businesses and our personnel, customers, or others. This may include exchanging information with other organisations for the purposes of fraud protection and credit risk reduction; and

• disclosing your Personal Data to any HENI Group business or affiliate, which means our subsidiaries, any ultimate holding company and its subsidiaries, or any affiliated person or business. In the event that the relevant Data Controller, as identified above, or its assets, are acquired by a third party, Personal Data held by us may also be one of the transferred assets.

• for the purpose of creating video footage and photos of artworks.

• disclosing your Personal Data to third parties outside the HENI Group of businesses for provenance and/or authentication purposes in relation to artworks sold on any Heni Group website.

• disclosing your Personal Data to named third-party organisations for marketing purposes, where we have your consent to do so, for example, if you ticked the relevant opt-in box on our websites or when contacted. In these instances, we will supply your Personal Data to the specific organisation(s) only.

16\. The HENI Group may also process your Personal Data, including disclosing such Personal Data to third parties, as required by virtue of any legal, regulatory or other obligation. For example, the HENI Group of businesses will from time to time be required to disclose Personal Data to external law firms, accountants and auditors, insurance brokers and underwriters.

17\. The HENI Group will process Personal Data in the course of receiving payments from our clients and customers, and when making payments to such persons and to other third parties. The payment methods used will include bank transfers (which will require account names, numbers and sort codes, and possibly other information) and debit or credit card transactions (though note that we do not retain card information and payments via card will be processed securely in accordance with the Payment Card Industry Data Security Standard (PCI DSS) to protect sensitive cardholder data by a payment services provider in accordance with paragraph 17 of this Policy).

18\. Financial transactions through all HENI Group websites will be handled through a payment services provider, for example Stripe or PayPal, with which you will deal directly. You can review the Stripe Privacy Notice at stripe.com. PayPal Privacy Notice at paypal.com. We shall share Personal Data with such payment services providers only to the extent necessary for the purposes of processing payments, and dealing with complaints and queries relating to such payments.

## Where we store and transfer your Personal Data

19\. The Personal Data which HENI collect from you and which we process for the purposes set out above may be transferred outside the European Economic Area (“EEA”) where appropriate and necessary in accordance with our legitimate interests. Personal Data may also be processed by HENI Group staff, or for one of our suppliers or agents, operating outside the EEA. Such persons or entities maybe engaged in, among other things, the fulfilment of your orders, the processing of your payment details or the provision of support services.

20\. If and when making such transfers outside the EEA we will take all steps reasonably necessary to ensure that your Personal Data is managed securely and in accordance with this Privacy Notice and relevant data protection law.

## Cookies Policy

21\. By visiting and interacting with any HENI Group website to which this Privacy Notice applies, you are agreeing to our use of cookies in accordance with this policy and the relevant website Terms of Use.

22\. Cookies are small files that are stored on your computer or internet-enabled portable device by the websites you visit. They are used to make websites work and to improve their efficiency, as well as to provide website usage information to the website owner. Cookies contain information such as the time that the current visit occurred, whether the visitor has been to the website before and what site referred the visitor to the web page.

23\. HENI Group websites use cookies to distinguish you from other users of the site, in order to help us to improve your user experience. Some cookies are essential for the functionality of the website and allow features to work correctly. Other cookies may collect information about how visitors interact with our site, for instance to show which pages are viewed mostly frequently.

24\. Google Analytics: we use this web analytics tool to anonymously track usage statistics to help us improve the user experience of our site. Like many services, Google Analytics uses first-party cookies to track visitor interactions as in our case, where they are used to collect information about how visitors use our site. We then use the information to compile reports and to help us improve our website. Google Analytics collects information anonymously; it reports website trends without identifying individual visitors. You can opt out of Google Analytics without affecting how you visit our site – for more information on opting out of being tracked by Google Analytics across all websites you use, visit this Google page: https://tools.google.com/dlpage/gaoptout.

25\. Vimeo cookies: HENI Talks embed videos from the official Vimeo channel. This channel may set cookies on your computer when you use the Vimeo service or visit a webpage with a Vimeo video. Some of the cookies will only be used if you use certain features or select certain preferences and some cookies will always be used. For more information on Vimeo’s cookie policy visit:[https://vimeo.com/cookie_policy](https://vimeo.com/cookie_policy).

26\. Twitter cookies: HENI Talks also embed a Twitter feed on our press page to show the latest tweets between us and our viewers. If you click through to Twitter they may use both session cookies and persistent cookies to better understand how you interact with their service. For more information on Twitter’s cookie policy visit: [https://twitter.com/en/privacy](https://twitter.com/en/privacy).

## Variations to this Privacy Notice

27\. We may vary the terms of this Privacy Notice from time-to-time. Please check this webpage regularly to ensure you are familiar with the current version as your Personal Data is subject to the Privacy Notice in effect at the time when you provided that information.

28\. This Privacy Notice will be governed by and construed in accordance with English law, and any disputes relating to this notice shall be subject to the exclusive jurisdiction of the courts of England.

Privacy Policy

**1\. This Privacy Notice and Your Rights**

This Privacy Notice describes how HENI Tech LLC (referred to as “Heni”,“we”,“us”or “our” in this Privacy Notice) processes personally identifiable information through your use of the websites, products and services we make available to you (together the “Services”). By using the Services, you agree to be bound by the terms of this Privacy Notice, which also includes our Cookies Policy (see below).

HENI Tech LLC is the controller and is responsible for the collection, processing and use of your Personal Data (as defined below). If you have any questions about this Privacy Notice , please contact us at: terms@heni.com.

It is important that you read this Privacy Notice together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing Personal Data (as defined below) about you so that you are fully aware of how and why we are using your data. This Privacy Notice supplements other notices and privacy policies made available by us. In the event of a conflict, the terms of this Privacy Notice shall apply.

To review the relevant privacy notices of any other group company or affiliated entities in the HENI Group of businesses (“HENI Group”) please review the relevant website or contact us for further information.

If you are using the Services from the European Union (“EU”) or the United Kingdom (“UK”), see our Notice to EU and UK data subjects in section 5 below for our legal bases for processing and transfer of your Personal Data.

**2\. Personal Data We may Collect From You**

When you want to register with, apply to purchase or make purchases through our websites to which this Privacy Notice applies (collectively, the “Website”) or when you subscribe to receive newsletters or notifications, post comments on the Website or contact us using the ‘contact’ form on our Website, or correspond with us by email, post, telephone or any other method, we may ask you to provide and may collect personally identifiable information from you, such as your first and last name, e-mail address, billing address, shipping address, telephone number, product selections, and payment information. We may also collect:

• Your wallet address or other information related to your digital wallet that may be considered Personal Data under certain data privacy laws; and

• Information required to comply with anti-money laundering (“AML”) laws and know-your-customer (“KYC”) requirements (including, but not limited to, your photographic identity, nationality, date of birth, address and place of birth);

We may also collect information about you as you navigate through and interact with our Service, including, but not limited to the URL of the website you visited prior to accessing our Website, IP addresses, your browser type, Ethereum address, wallet type, application programming interface (API)-key, network information regarding transactions the country and telephone area code where your computer is located, the pages of our Website that were viewed during your visit, and cookies and other data analytics described in Section 6 below. We may collect this information even if you do not register with us.

We may receive personally identifiable information about you from publicly-available records or from other sources, including other affiliates of the HENI Group that offer their products and/or services on our Service. In particular, MetaMask and other wallets provide us with your Ethereum address and certain other information you choose to share with MetaMask and other wallets. These third party companies may supply us with Personal Data. We may add this to the information we have already collected from you via our Service in order to improve it.

The personally identifiable information described in this Section is referred to in this Privacy Policy as “Personal Data”.

**3\. Security of your Personal Data**

We will treat all your Personal Data as confidential and will only disclose it to third parties outside the HENI Group in accordance with this Privacy Notice. We will keep Personal Data secure as necessary to comply with all applicable data protection and consumer protection requirements.

We will retain Personal Data for at least the length of time required for the specific purposes for which it is processed, as set out in this Privacy Notice, or in order to ensure best practices (including, for example, maintaining effective backup systems) and for such additional periods as necessary to comply with applicable laws.

**4\. Processing and disclosure of your Personal Data**

We will process your Personal Data for the following purposes or as otherwise set out in this Privacy Notice:

• to process your application to make purchases through our Website;

• to facilitate the creation of and secure your account on our Website;

• for the purposes of negotiating or performing any contracts entered into between you, or some company to which you are affiliated, and Heni;

• as required by virtue of any legal, regulatory or other obligation such as to comply with AML and KYC requirements;

• to address any correspondence, comments or enquires made by you;

• to allow you to participate in interactive features on our Website, should you choose to do so, and provide the Services you request, including but not limited to facilitating your cryptocurrency transactions through MetaMask or other wallets that may be available to use with our Services;

• to email you with HENI Group invites, newsletters and/or suggestions about products, services or content that may be of interest to you. However, you may stop such notifications at any time by contacting our customer services team by emailing our email address(es) using the word “unsubscribe” in the subject line or otherwise by opting out of the particular email in the manner described;

• for the effective management of the HENI Group such as in group structuring and management, engaging suppliers, generating surveys and statistics, measuring performance and website usage, and implementing service improvement and marketing plans;

• we will process Personal Data in the course of receiving payments from our clients and customers, and when making payments to such persons and to other third parties. The payment methods used will include bank transfers (which will require account names, numbers and sort codes, and possibly other information) and debit or credit card transactions (though note that we do not retain card information and payments via card will be processed securely in accordance with the Payment Card Industry Data Security Standard (“PCI DSS”) to protect sensitive cardholder data by a payment services provider);

• to manage our relationship with you which will include notifying you about changes to our Terms of Service or Privacy Notice;

• to administer and protect our business and Website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data);

• to use data analytics to improve our Services, customer relationships and experiences; or

• any other way we may describe when you provide Personal Data.

We may share your Personal Data with the parties and for the purposes set out below:

• disclosing your Personal Data to third parties outside the HENI Group for the purposes stated above, including on your behalf or in order to enforce or apply our Terms of Service, or to protect the rights, property, or safety of HENI Group businesses and our personnel, customers, or others. This may include exchanging information with other organisations for the purposes of fraud protection and credit risk reduction;

• disclosing your Personal Data to third parties outside the HENI Group as required by virtue of any legal, regulatory or other obligation. For example, we will from time to time be required to disclose Personal Data to external law firms, accountants and auditors, insurance brokers and underwriters;

• disclosing your Personal Data to any HENI Group business or affiliate, which means our subsidiaries, any ultimate holding company and its subsidiaries, or any affiliated person or business. In the event that we or our assets, are acquired by a third party, Personal Data held by us may also be one of the transferred assets; and

• disclosing your Personal Data to third parties outside the HENI Group who need it to do work for us. These recipients may include third party companies and individuals who provide the Services on our behalf, such as operating our Website.

• disclosing your digital wallet address to third parties outside the HENI Group, such as secondary marketplaces, who need it to provide a service to you, where you have chosen to subscribe to their service.

Financial transactions through our Websites will be handled through a payment services provider, including Stripe or PayPal, with which you will deal directly. You can review the Stripe Privacy Notice at stripe.com. PayPal Privacy Notice at paypal.com. We shall share Personal Data with such payment services providers only to the extent necessary for the purposes of processing payments, and dealing with complaints and queries relating to such payments.

You may permit us to share your Personal Data with other companies or entities of your choosing including those companies or entities whose websites or services you can link to from our Website. Those uses will be subject to the privacy policies of the recipient entity or entities.

**5\. Notice to EU and UK data subjects**

This section of the Privacy Notice describes how we process Personal Data relating to individuals in the EU and the UK in accordance with:

• the EU General Data Protection Regulation ((EU) 2016/679) (“EU GDPR”) - in respect of individuals in the EU; and

• the retained EU law version of the EU GDPR that applies in the UK, along with the Data Protection Act 2018 (“UK GDPR”) – in respect of individuals in the UK,

the EU GDPR and the UK GDPR are referred to together as the “Data Protection Legislation”.

**Your rights**

The Data Protection Legislation generally provides individuals with rights in relation to the processing of their Personal Data. These include rights to information relating to such processing, to access such Personal Data, to object to the processing, to rectify, erase, restrict and to port such Personal Data. You can seek to exercise any of these rights or make any other enquiry about our use of your Personal Data by contacting us at any time using the email address above.

Our aim always is to process Personal Data fairly, lawfully and transparently. However, if you are unhappy with the information provided in this Privacy Notice or have questions or concerns regarding this Privacy Notice please email us at the email address above. If you remain dissatisfied you may raise your unresolved issues directly with the data protection regulator in your jurisdiction. You can find your data protection regulator here: https://ec.europa.eu/justice/article-29/structure/data-protection-authorities/index_en.htm.

**Sensitive Personal Data**

Some of the information you provide us may constitute sensitive personal data as defined in the Data Protection Legislation (also referred to as special categories of personal data), including identification of your race or ethnicity on government-issued identification documents which we may collect as part of AML and KYC as explained above.

**Legal Bases for Processing**

We will only use your Personal Data as the law permits. We are required to inform you of the legal bases of our processing of your Personal Data. We have set out below a description of all the ways we plan to use your Personal Data, and which of the legal bases we rely on to do so.

Please note that we may process your Personal Data for more than one lawful ground depending on the specific purpose for which we are using your data.

| Purpose | Lawful basis for processing |
| :----------------------------------------------------------- | :----------------------------------------------------------- |
| To provide our Services including to address any correspondence, comments or enquires made by you and to allow you to participate in interactive features on our Website, should you choose to do so | Performance of a contract with you Necessary for our legitimate interests |
| To process and deliver your purchase orders including to manage payments, fees and charges | Performance of a contract with you Necessary for our legitimate interests |
| To email you with HENI Group invites, newsletters and/or suggestions about products, services or content that may be of interest to you | Necessary for our legitimate interests Consent |
| For the effective management of the HENI Group such as in group structuring and management, engaging suppliers, generating surveys and statistics, measuring performance and website usage, implementing service improvement and marketing plans, etc | Necessary for our legitimate interests |
| To manage our relationship with you which will include notifying you about changes to our Terms of Service or Privacy Policy | Performance of a contract with you Necessary to comply with a legal obligation Necessary for our legitimate interests |
| To administer and protect our business and Website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) | Necessary for our legitimate interests Necessary to comply with a legal obligation |
| To use data analytics to improve our Services, customer relationships and experiences | Necessary for our legitimate interests |
| To comply with AML and KYC requirements | To comply with legal obligations |

**Change of purpose**

We will only use your Personal Data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to receive an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.

If we need to use your Personal Data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

Please note that we may process your Personal Data without your knowledge or consent, in compliance with this Privacy Notice, where it is required or permitted by law.

**Cross-Border transfer**

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In May 2021, JR revealed an immense interactive installation at Paris’s iconic Eiffel Tower, titled ‘Les Falaises du Trocadéro’ (‘The Cliffs of the Trocadéro’). Leading up to the landmark were meticulously positioned pieces of paper that, when viewed from a specific vantage point, made up a huge monochrome image of a terrifying gorge, plunging underneath the Eiffel Tower down to a Parisian street. 

Pasted on the Parvis des Droits de l'Homme, the black and white photograph appears to extend from the base of the Eiffel Tower as it straddles two cliff edges, encouraging a blurring between reality and illusion. Viewers would cautiously tip toe across the surface of the image, whilst friends snapped amusing images of their subjects standing terrifyingly close to the edge. The installation remained open for only a few weeks, in keeping with the ephemeral quality of JR’s works, yet four views of the installation were captured and produced as prints months later by HENI in a limited edition according to demand.

JR has long been interested in using visual trickery in his works. In ‘Les Falaises du Trocadéro’ he drew on two particular techniques. The first visual device is the centuries-old trompe l’oeil method, by which a flat plane is manipulated to appear three dimensional. The second effect is achieved by the carefully planned distortion of the image to suit a single vantage point, known as anamorphosis.

In collaboration with HENI, four views of the ‘Les Falaises du Trocadéro’ installation were chosen to be produced as prints, each offering the differing effect of light and atmosphere at the site throughout its one month run time. One shows a gloomier, cloudy day, with a figure joyfully leaping over the gorge with an umbrella; another a blissfully sunny day; a third features a rainbow bursting across the sky; and the final of the glittering Tower at night, a beam of light emanating from its top.

JR never offers information about the meaning of his works, consistently explaining that it is only through the viewers’ interaction with it that meaning forms. Thus, JR’s involvement in printmaking can be seen to continue many of the ideas that already underpin his work, namely delegating ownership to the viewer both literally and in meaning. Executed in glistening Giclée lamination, the four ‘Les Falaises du Trocadéro’ prints bring a timeless and borderless dimension to the initially fleeting and fixed rendition of the project.

Les Falaises du Trocadéro

In May 2021, JR revealed an immense interactive installation at Paris’s iconic Eiffel Tower, titled ‘Les Falaises du Trocadéro’ (‘The Cliffs of the Trocadéro’). Leading up to the landmark were meticulously positioned pieces of paper that, when viewed from a specific vantage point, made up a huge monochrome image of a terrifying gorge, plunging underneath the Eiffel Tower down to a Parisian street. 

JR

Series