This is probably one of the most famous squares in Italy and in the world: St Mark’s Square, one of the symbols of Venice. However, the 900-year-old piazza, which was defined by Napoleon as “Europe’s finest drawing room”, could very well be turning into a huge advertising showroom, as giant electronic screens have been located on the old buildings.

The electronic screens have been put up to cover the expenses for the necessary restoration work, which is taking place in Venice. As a matter of fact, officials plan to make €3.6 millions out of the ads, so as to pay for the complete restoration works.

The mayor of Venice, Massimo Cacciari, declared that the advertising screens are neither beautiful nor ugly, but just necessary to pay for the costly restorations of St Mark’s buildings. However, the placing of the screens has elicited the outcry of local newspapers, which wrote that the square is turning into New York’s Times Square. Moreover, some art critics warned that other squares in Italy, such as Milan’s Piazza del Duomo, could possibly be next.

Is it right to cover up an ancient square such as St Mark’s with futuristic advertising panels? On the one hand, the advertisement is a huge source of money for the city, which would find it difficult to find the funds to finance the expensive restoration works. Venice obviously needs the money for the restorations.

On the other hand, however, St Marks’ Square is a big tourist attraction. Covering it up with advertisement could mean that tourists might be drawn off visiting the town centre. Moreover, some advertisement might not be appropriate to the place, thus creating the need for checking the ads beforehand. The placing of huge advertisement panels for fast food and soft drinks stays at a stark contrast to the “decorum” dispositions recently approved by Venice officials, according to which it is prohibited to sit cross-legged on the ground of the square, to walk shirtless and to pull out picnics.

Other resources:

The changing face of St Marks’ Square (article by the Guardian online)

Piazza San Marco (Wikipedia article)