Travel Reference
In-Depth Information
Venice, anticipating advertising on the Renaissance landmark from the company behind
the 'Be Stupid' campaign.
Alongside the Rialto, another Grand Canal landmark is under debate. The 16th-century
Fontego dei Tedeschi that recently served as Venice's post office was bought for €53 mil-
lion in 2008 by Veneto-based clothing retailer Benneton, which intends to turn it into a
mega-store. Benneton also promised €6 million for 'public benefit', and plans to include a
local artisan showcase and auditorium in the building. Though remaining fragments of the
building's original frescoes by Giorgione and Titian have long been relocated at Ca'
d'Oro, and its 1930s concrete restoration was admittedly grim, Italy's Culture Ministry
baulked at altering Venice's Grand Canal frontage. Architect Rem Koolhaas modified the
contested roof-terrace details in 2012, but Benneton must still clear heritage rules, and
contend with protest banners near the Rialto reading: 'Our town is not Bennetown'.
There is an alternative to corporate sponsors: you. To cover €20 million in urgent main-
tenance projects, Venice has raised public transportation costs, and introduced a hotel and
B&B tax in 2011. Visitors don't seem to mind: Venice tourism rose in 2012. So come to
Venice, stay awhile, and help make vinyl advertising banners obsolete with Malefatte, the
prison cooperative that upcycles them into handbags.
