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Controversy about the mythical light of Schweppes in the Gran Via of madrid

Controversy about the mythical light of Schweppes in the Gran Via of madrid

Community of Madrid warns owner of Building to Capitol that license of poster is "temporary", although by now discards ban

The Building Capitol, declared Well of Cultural Interest as a monument

The license for which sign of Schweppes can continue to brighten in Gran Vía is "temporary" and maintenance on façade of Building to Capitol "is not required". He has been made aware of Community of Madrid to owner of building, Daellos S. A., which in turn argued orwise, claiming that sign advertising "form part of urban landscape".

According to regional Government, authorization of advertisement since 1972, is one of emblems of century-old artery "does not have to be indefinite" or imply that this element should be included in declaration of Good of Cultural Interest (BIC) in category of monument in month of April was granted to property. "On contrary, ( ... ), is subject to periodic review by competent authority in field of historical heritage", he argues in official response to an appeal by legal representative of owners.

Despite a strong formal warning, on ministry of Culture to ensure that by time nor provides for possibility to revoke permission of luminous Schweppes. Considering this scenario, iconic poster would have been forced to leave Gran Vía because it "does not have any kind of protection."

Daellos S. A. had brought a resource of replacement against decree by Council of Government declared BIC, Building Capitol, which has now been dismissed by Executive of Angel Garrido. Among arguments he reeled off company for trying to justify that award of this legal coverage for building against ir will, "devoid of reason" pointed to ad.

In his writing, pointed out specifically that property "was conceived with advertising", so that " attempted exclusion of led screens" located today at entrance to cinema which is located on one of sides -that should be replaced by systems "less aggressive", according to regional Government- "does not respond to origin and nature of same". "In addition, it behaves same an intrusion by part of Community of Madrid in powers Hall, as this is only authority in area of advertising", y added.

The company also warned that " maintenance of ad of Schweppes is mandatory", but supporting this assertion simply because of fact that "form part of urban landscape". With this argument was presumably to rebut argument of ministry of Culture that it is not appropriate to provide protection neir to it nor to rest of tags existing business, "does not correspond to characteristics or aestic original", and try to avoid a possible ban, although owners have declined to confirm this end.

official Response

In response to resource Daellos S. A., Executive of Puerta del Sol reaffirms temporary nature of authorization in force on proclamation of drink brand, granted in 2009 with a favorable report of Commission on Local Historical Heritage, in which Community has majority. It also warns that " powers held by city Council of Madrid in field of outdoor advertising (...) are not unique, as or regulations of higher rank also have an impact on matter".

Despite tense exchange of views between private enterprise and autonomous Administration, to advance film poster will continue looking in windows of floors nine, 10 and 11 of building, which currently houses a hotel. This is not incompatible with that, given his new status of BIC, interventions to be made from now on have to be oriented to "retrieve features and settings original architectural", as label with word Capitol that crowned tower of building during its inauguration in 1933.

The announcement of Schweppes was pardoned by Madrid city Council after approval in 2009 of new Ordinance for Outdoor Advertising, more restrictive with light pollution in capital. Next to him were saved, signs of Tio Pepe in Door Sunshine, Firestone in Schools Aguirre and BBVA on paseo de la Castellana.

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