The city of Montreal says the owner of a more than 100-year-old house violated municipal regulations by allowing it to be painted neon for advertising purposes for telecommunications company Coodo.
A Toronto-based advertising agency recently turned a Victorian-style duplex into a giant advertisement by painting it in the company's chosen palette of hot pink, lime green, purple, teal and orange.
A sign affixed to the indicating face There is happiness under this roof. Even the internet
No Thursday afternoon.
City spokesman Simon Charron argued the publicity stunt was unauthorized and violated municipal laws.
It is important to note that town planning rules prohibit the painting of bricks on the exterior facade of the majority of buildings.
He indicated in a written message.
Alterations to heritage buildings are also strictly controlled. In addition, rules regulate the placement of advertisements in urban areas.
Mr. Charron announced that the city would send inspectors to the site and issue a violation notice to the owner.
A spokesperson for one of the companies behind the ad told The Canadian Press that the campaign was run by Toronto-based Camp Jefferson and aimed at Create a memorable and delightful experience for the community
.
Before starting this activation, we requested and followed the advice and instructions given to us by a representative of the City of Montreal
Isabelle Bonin of Plus Company, who contributed to the campaign, wrote.
JULY AND CONTINUE TO RESPECT THE RULES AND REGULATIONS OF THE CITY OF MONTREAL”,”text”:”In accordance with our initial plan, we will return the house to its original condition on July 8th and continue to respect the rules and regulations of the City of Montreal”}}”>In accordance with our initial plan, we will return the house to its original condition on July 8th and continue to respect the rules and regulations of the City of Montreal.
She stated.
A real estate advertisement describes a house as a Three-story Victorian-style duplex
. A photo of the facade, probably taken before its transformation, is painted light green. The Realtor.ca listing lists its construction date as 1870, although the municipal estimate is that it was built in 1910.
In the past, the brick on the facade of the building was painted green.
Photo: Google Street View
Heritage Montreal, a NPO While its mission is to promote the architectural heritage of Greater Montreal, there is also an issue with home transformation. The problem isn't the creativity of the color choices, but the way they are used to circumvent the city of Montreal's advertising rules.
the company wrote in an email.
Heritage Montreal points out that some paints applied to masonry can cause damage over time and can be expensive and complicated to remove or repaint. Therefore, it is essential that creative color choices enhance aesthetics, balance creativity with code compliance, and consider the long-term impact on building materials.
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