Urban Fold

Locals Upset as Ads Invade Venice

The historic city of Venice has largely been free from outdoor advertising, but a new deal with the city allows billboards to be placed on scaffolding set up for building renovations. Locals are not very happy about the change.

"Until recently, one of the many extraordinary aspects of Venice was that it was a city with almost no advertising. Now, however, the agencies dealing in mega-advertising locations have realised they can exploit a recent change in the law to sell space there and make a large profit, yet they still get called sponsors by the authorities."

"The law allows the scaffolding on public buildings under restoration to carry advertising so long as the superintendent considers that it does not "detract from the appearance, decorum or public enjoyment of the building". While the existing ads in Venice have aroused local and international protest, Venice superintendent Renata Codello insists that she has been very discriminating."

"The Art Newspaper has found out from advertising agencies (who wish to remain anonymous) that contacted Plakativ Media, the main firm handling the Venice sites, the details of the deal for two more ads set to go up in St Mark's Square. Plakativ is paying E3.5m to restore the Correr Museum side of the Square in exchange for a 240-sq. m advertising space (half the size of an Olympic swimming pool) on the scaffolding of the façade. Near the bell tower there will shortly be a 60,000 sq. m ad, which has already been let out, and for which the asking price was E165,000 a month. The ad on the Correr is currently for rent at E50,000 a month, E75,000 in February when the carnival is on, but its price rises to approximately E158,000 a month for a minimum of 12 months when the screen goes digital."

Thanks to ArchNewsNow

Full Story: Protest over advertising in St Mark's Square, Venice

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