When the French city of Grenoble declined to renew its billboard contracts in 2014, it did something quietly radical: it treated public space as belonging to the public. Over the following decade, 326 advertising structures came down, and in their place came trees, bike lanes, and open sightlines to the Alps -- a transformation so well-received that not one of the two election cycles since has seen any effort to reverse it. "You don't realize until you leave and go somewhere like Paris and it's a big shock to the senses," says local teacher Gabrielle Reynaud. "We're used to a more tranquil life here." What Grenoble's experiment quietly reveals is how much we have normalized the colonization of our shared attention, and how little it takes, politically and practically, to begin reclaiming it.
