It Should Be Modest and Unobtrusive: Riga Plans to Cleanse the Center of Ugly Advertising and Signage 0 26

In the center of Riga, there are numerous signs for shops, restaurants, hotels, and other businesses. Their design has changed and evolved over the years. Now, the Riga City Council is introducing new requirements for entrepreneurs' signage.

"These are relics of the 90s that we are trying to get rid of," emphasizes Edgar Bergholcs, chairman of the Development Committee of the Riga City Council. First and foremost, the city center should be cleared of the most unaesthetic signs, which often consist of large rectangular boxes with the name of the business.

"The main idea is that large light boxes, which were very popular in the early 2000s, now look unethical. These boxes look bad and are completely unappealing," says Bergholcs.

The new rules pertain to the protected zone of the historical center of Riga. The transition period will last until the end of 2027.

The Riga City Council explains that this refers to the area within the railway ring. The protected zone also includes part of Pardaugava, located opposite Old Riga.

"There is nothing wrong with the city trying to organize this environment," believes Ruslan Yamchinsky, a representative of the Board of the Association of Hotels and Restaurants. He notes that the Riga City Council is currently making various efforts to develop tourism in Riga.

However, he is skeptical about the impact of the modernization of signage on the growth of tourist numbers. The representative of the restaurant and hotel business agrees that the city should look tidy. However, the costs of improving the external appearance should not fall entirely on the shoulders of entrepreneurs.

"If there is some mechanism that allows for partial or full coverage of the costs of replacing signs, it would be a quite positive step from the municipality," added Yamchinsky.

The new rules, which are expected to improve the appearance of signage, will also affect outdoor advertising in the center of Riga.

"In one place – advertising is coordinated, in another – it is not," notes Baiba Liepina, head of the Latvian Advertising Association. According to her, the rules are often interpreted differently in various departments of the Riga City Council, and this is what concerns her the most regarding the new requirements.

"It is important to understand that new structures will be established in the future, as the outdoor advertising sector is dynamic. Therefore, it is crucial that the approach is consistent," emphasized Liepina.

The transition period for the new rules is in effect until the end of 2027. By that time, all businesses in the center of Riga will need to design their signage modestly and unobtrusively. More details about how the council wants the signs to look can be found on the municipality's website.