While I was blogging the other day about Sao Paulo banning all outdoor advertising starting tomorrow, because of the out-of-control visual pollution brought by the building-sized billboards and more, in my neck of the woods - the Swiss Alps - they were busy installing the most asinine giant advertising I've ever seen: the projection against the north wall of the Piz Corvatsch of a 163x163 meters logo celebrating the 100th anniversary of the Bergbahnen, the grouping of companies that manages the ski slopes and cable cars and skilifts in the Engadin region around St Moritz:
The logo, at an altitude of 3000 meters, measures 26596 square meters (or almost four football fields), and is projected from across the valley, almost 1 km away, every night from 6pm to midnight.
Light pollution has been a matter of controversy before in Engadin, where starry winter nights can be amazing and tourists complained, but apparently that didn't deter the brilliant minds at Bergbahnen - nor the bureaucrats who delivered the permits - from this senseless incursion into one of the most spectacular mountain ranges in the Alps. That the idea came to people who make a living thank to that beauty - tourism is the only industry in the region - is bad enough. Worse: they are planning to keep it there for six weeks. Unless the protests, which are becoming many and vocal, succeed in taking it down before.