In 1986, JCDecaux acquired Société Fermière des Colonnes Morris, the French company that installed the first columns in France designed to promote shows and cultural events. JCDecaux brought them up-to-date and called on designers to create columns that incorporated related services. Today, the pillar-shaped billboard has become a “multi-service” column and includes public toilets, Internet terminals, telephone booths, ticket machines or newspaper kiosks.