Florence ‘horrified and offended’ when ‘Sponsored by American Express’ lights up Ponte Vecchio

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The screening was also criticized by the director of the Uffizi galleries – the galleries are connected to the other side of the Arno River by the Vasari corridor, which runs along the top of the Ponte Vecchio bridge.

Eike Schmidt said he was “surprised” and “scared” that the advertising was projected onto the Renaissance bridge.

“Authorization has never been requested and we would never approve of such an insult to our cultural heritage,” he said.

A festival of light has been held over the years, but commercial slogans have never been presented. “Last year, for example, he was dedicated to the 700th anniversary of Dante’s death, so lines of his poetry were projected onto buildings,” Professor Schmidt told The Telegraph.

“It is wrong to interpret these historical buildings as if they were pages of a tabloid newspaper with advertisements. These are buildings that people come to see from all over the world. There was a strong reaction everywhere in Florence. “

The mayor of Florence said such commercials would be banned in the future.

Dario Nardella said the world of the year supported a festival of light called F-Light, and it was “always appreciated by both Florentines and tourists.”

“But from next year, we will ban any sponsorship messages in the screenings.”

American Express was asked to comment on the dispute.

In Italy, similar debates have taken place in recent years about allowing companies to attach huge billboards to the stage when historic buildings are restored, in exchange for companies funding maintenance work.

Huge advertisements for products ranging from cars to clothing and luxury accessories have appeared at the entrance to the Vatican in Rome and around the Bridge of Sighs in Venice.

Critics say billboards are ugly and inappropriate, but cities in financial strain say this is the only way to pay for expensive renovation projects.

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