High Specification Shroud Advertising
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Remember the plywood hoarding when they were building the National gallery wing? It had a picture of the goose girl on it. I liked that and it advertised the museum itself.
@Paul O’Mahony wrote:
Thanks for your views Frank. I think it is very hard for people to accept this idea until they actually see it for themselves in other cities…..when done properly, these things look really great and can really add something special to a city in some circumstances….I really do believe this
At a time with so many ugly scaffold sites around our city….wouldn’t it be nicer to have something which adds colour and structure and really can make people smile and say “that’s clever !”
Paul, I think you have made some very fair points about your business, but I am really having difficulty accepting that this sort of advertising adds something special to a city. To some extent we already have something similar in the hoardings that are placed around various developments in the city with various slogans marketing what they are going to be. At the end of the day it is advertising. I know it is temporary and all the rest, but it is another form of advertising imposed upon the public realm. The principle makes sense: the owners of the building generate money, the advertisers market their product, you make money and we end up buying something that we more than likely don’t really need in the first place. 🙂 I think to say that people will smile and say “that’s clever” is slightly pushing it. More than likely most people will absorb what is being advertised and walk on (and maybe purchase the producte being advertised).
I think that maybe the reason the Council don’t want to go for it is that it might cause building owners who have a perfectly good building to surround it with a temporary hoarding whilst actually carrying out no work at all. I am not saying your company would do something like this, I am merely pointing out a potential knock-on effect that it might have.
Anyway, on slightly different point, if it was to go ahead I think would be very interesting would be to stand beside the hoarding with a selection of photos (One showing the building and ther rest showing other buildings) and ask people which photo they think is of the building behind the hoarding!
Phil,
point taken. This idea can only work if it is introduced in a proper manner – that means two things Rules and Enforcement. In Ireland we tend to be great at introducing the first of these, but carry on like ostrich’s with our heads in the sand for the latter.
It is essential that each building that is being used for this concept must individually apply to the planner sto carry out the restoration works on theit building – this planning application is done seperately to what we do. It is only when this planning application for works to be undertaken have been given permission by the planners, we then take this permisssion and make our own submisssion for what we do…there is no room for trickery….if properly introduced the padwackery element is curtailed. I am proposing that only a limited numbers be allowed to operate during a 12-month trial for this concept. All operators operate under licence – on the first occassion that an operator is seen to abuse the trust that the planners give to them, his licence is revoked and he not permitted to operate in the scheme again.If we can get a trial run to go ahead I would be interested in carrying out an independant survey at the base of the shroud to ask people’s view on whether they find the shroud’s presence positive or negative on the streetscape….I think you might be surprised withthe results.
….and I loved the shroud of the girl with the goose on the National Gallery 18-months ago….it wasn’t us though, I believe that they brought in a company from England to do that work….pity I think we could have done a really nice job on that one.
@Paul O’Mahony wrote:
If we can get a trial run to go ahead I would be interested in carrying out an independant survey at the base of the shroud to ask people’s view on whether they find the shroud’s presence positive or negative on the streetscape….I think you might be surprised withthe results.
That would be interesting alright. I am sure your results would depend on what is being advertised! For example I reckon people would like to see a giant version of that ad with Brad Pitt (incidently working with Frank Gehry on some architecture projects at present) and Angelena Jolie that is presently on various bill-boards 🙂 😉
Paul, why is it so important you get approval from the city council or Heritage Council? is there no way you can do a project for a private sector client, and if it works well, then everyone will sit up and take notice?
Hi Sue,
what we do at the end of the day is advertising. In order to correctly place any form of advertisiing in a public place you either require planning peremission from the authorties, or you need to be allowed to operate under licence. This applies whther you are placing a shroud or whther you are placing a small poster somewhere.
In other countries we apply our concept to restoring city council owned buildings, government-owned buildings, private buildings, listed buildings and non-listed buildings….it really doesn’t matter the ownership/or listing of the building as long as the concept is applied correctly and a substantial part of funds raised is used directly to fund the conservation work being carried out.
Our strategy in trying to introduce this concept to both Dublin city and Cork city is to work together with the senior planners in doing this the right way. If we were to just go ahead and do it anyway, we would only make enemies within the planning department and that is not our goal. My company has already been indirectly compared to some of the unscrupulous banner-advertising companies which have, for the last number of years, put banners up in an illegal fashion in Dublin.
We don’t do this…..we are a legitamite company, with a legitamite concept that works….we have to make this clear at all times to senior planners….we do not place advertising anywhere illegally ! We are against all forms of illegal advertising, we are against all forms of low quality advertising, and we are against all forms of long-term outdoor advertising. Outdoor advertising must be legal, high quality and transient in nature.
Hi Jack.
I am unclear what your question is asking. If you are referring to illegal placing of posters on hoardings then I would propose a simple solution. When it is found that a number of similar posters are appearring at different locations in an urban setting, promting the same gig or event, and when no licence has been issued for there placement, I would propose that the council place there own cancelled stickers over the posters in a manner that would suggest the gig/event had been cancelled.
This is one way to ensure that the council is not running around chasing its tail with poster companies.If your question relates to placing illegal banners on scaffold or buildings, the planners should have the power to immediately take down and destroy the illegal banners and also to heavily fine the property-owner for allowing the banner to be placed on the building. Every effort should also be made to find out which company placed the banner and they should be immediately heavily fined for their trouble.
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