Through Laurent REBOURS
Published on 9 Nov 20 at 17:30
–
–>
–
Like many cities in France, Chartres (Eure-et-Loir) also looked into the enhancement of its patrimony and, as such, reviewed the copy concerning theurban advertising display.
What was tolerated in previous decades now seems incongruous. We remember these city entrances, large arteries in a straight line, which took on the appearance of 4 × 3 meter panels and which, inevitably, hid all visibility on the city.
Lighten the visual impact of advertising
Cities have brought their Local advertising regulations (RLP) to bring it into line with the new aspirations of citizens.
In Chartres, he was adopted at thesummer 2018 with the aim of “continuing to reduce the visual impact of advertising to contribute, among other things, to always better preserving and protecting the views of the cathedral”.
Since then, the RLP has been implemented as soon as possible in the Eurelian city.
An approach that describes Maria Jebli-Chedeville, deputy mayor in charge of the Ecoville approach and Karine Dorange, urban planning assistant, on site City of Chartres.
After entering the city, efforts are now focused on the major incoming axes, up to the heart of the city.
There is no question of completely eliminating urban signage which constitutes an information and communication medium, we have reduced it by 60%. We have mainly acted on the large models of 8 or 12 m2, either by removing them or by replacing them with small formats of 2 m2.
More suitable digital panels
The evolution of the display also involves an orientation towards digital display instead of conventional panels. Screens that allow you to broadcast messages from multiple advertisers, scrolling.
The City is reducing advertising signage! The new local advertising regulation is being applied and provides for less #publicity large format in the streets of #Chartres ⚖► https://t.co/4eyqHSHwXz pic.twitter.com/JLtEO74emP
– City of Chartres (@VilledeChartres) November 9, 2020
Many cities have already opted for this type of display for their own communication.
Since last year, six digital panels have been established in Chartres and those located in the heart of the city play both a welcoming role for advertisers and city communication.
At the same time, we will not relax our vigilance on illegal posting, pirate signs are systematically removed. As a result, these initiatives are now very rare.
The work of removing displays deemed non-compliant with the RLP is particularly significant, there would still be 59 to remove or replace with, first of all, all those of more than 2 m2 which have a perspective on the cathedral.
–
