Work to remove LV 'suitcase' begins
By Xu Chi |
May 19, 2011, Thursday
|
Print Edition
Print Edition
WORK began yesterday to dismantle the landmark Louis Vuitton "suitcase" on Nanjing Road W. after the city government launched a crackdown on advertising that violates regulations.
Yesterday afternoon, more than 20 construction workers began erecting scaffolding around the huge advertising structure built over the exterior of the Plaza 66 shopping mall.
By 8:30pm, three tiers of scaffolding were in place. Workers said it would still take another day or two to erect the 20-meter-high scaffolding that is required before they can start taking down the enormous box that was built a year ago.
Zhang Donglin, vice manager of the plaza's property management company, Shanghai Hong Bond Co, confirmed to Shanghai Daily yesterday evening that workers would dismantle the structure as required by Jing'an District government.
A previous Shanghai Daily investigation has found that the suitcase - which is more than 20 meters high and 4 meters thick - violates the city's 2008 regulation on outdoor advertising.
Under this, advertising structures can be no more than 9 meters high and 0.5 meters thick.
A Jing'an government crackdown, started on Tuesday, is targeting huge advertising boxes. It was prompted by complaints about ad boxes currently under construction around Plaza 66. Residents say the ad boxes take up too much space on the sidewalk and question their legality.
Government officials said advertising boxes in breach of the regulations must be modified or demolished within seven days.
Yesterday evening, residents stopped to watch the start of work to remove the LV structure.
"Finally, they might be demolished to make room for us pedestrians," said one resident surnamed Huang. "The advertising boxes of luxury brands represent the prosperity of Shanghai, but I'd prefer it if they kept it a bit more low-key."
Yesterday afternoon, more than 20 construction workers began erecting scaffolding around the huge advertising structure built over the exterior of the Plaza 66 shopping mall.
By 8:30pm, three tiers of scaffolding were in place. Workers said it would still take another day or two to erect the 20-meter-high scaffolding that is required before they can start taking down the enormous box that was built a year ago.
Zhang Donglin, vice manager of the plaza's property management company, Shanghai Hong Bond Co, confirmed to Shanghai Daily yesterday evening that workers would dismantle the structure as required by Jing'an District government.
A previous Shanghai Daily investigation has found that the suitcase - which is more than 20 meters high and 4 meters thick - violates the city's 2008 regulation on outdoor advertising.
Under this, advertising structures can be no more than 9 meters high and 0.5 meters thick.
A Jing'an government crackdown, started on Tuesday, is targeting huge advertising boxes. It was prompted by complaints about ad boxes currently under construction around Plaza 66. Residents say the ad boxes take up too much space on the sidewalk and question their legality.
Government officials said advertising boxes in breach of the regulations must be modified or demolished within seven days.
Yesterday evening, residents stopped to watch the start of work to remove the LV structure.
"Finally, they might be demolished to make room for us pedestrians," said one resident surnamed Huang. "The advertising boxes of luxury brands represent the prosperity of Shanghai, but I'd prefer it if they kept it a bit more low-key."
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