"St Mark's Square is at risk of turning from drawing room into television showroom". Or so say the Guardian in an article about the proposed use of electronic billboards in the Venice piazza to pay for its restoration (Italy: from drawing room to ad showroom September 1).
I would argue that in the face of seeing this world treasure crumble into obscurity due to the absence of an alternative source of funding it is very shortsighted to oppose this temporary project on the basis of cultural integrity.
Sure, we'd prefer not to be regaled with the image of David Beckham in his Calvin Klein underpants while taking in the sights of such a beautiful square. But in opting to use the outdoor media to fund the restoration, Venice city council has hit on a perfect and necessary short term solution.
And yes, of course, from a commercial perspective, it's a great opportunity for high end-brands to be associated with a high-profile project that will protect one of the world's major historical landmarks. In short, the city, its buildings, its citizens, its visitors (and advertisers) all stand to benefit.
Philip Vecht, Chief Executive, Admedia, London
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