北門周邊社區營造-廣告物示範操作

在臺北市西區門戶計畫之實行下，忠孝橋引道正式拆除，昔日北門也因而再現於市民眼前。以北門為中心，融入周遭鐵道部、臺北郵局、撫臺街洋樓、三井倉庫與清代機器局等，使臺北地景風貌得以重現，其並與周遭林立的大樓，呈現歷史與當代共存之風華。

 

新舊並存街區中失效的廣告招牌

惟臺灣都市土地為住商混合，因此商業行為多存在於各街區，商家為吸引消費者的目光，想盡辦法將店家特色、資訊全部呈現在廣告招牌上，這使得臺灣街道視覺文化和其他國家大為不同。五花八門的招牌廣告，使人們生活周遭充斥過多訊息，行人對訊息接收感到疲乏甚至無感，業者也難以利用它吸引消費者目光，廣告招牌失去功效。

 

此外，廣告招牌的多樣也使都市景觀雜亂無序，故臺北市政府於民國85年頒布「臺北市建築物招牌廣告及樹立廣告設置要點」，針對招牌廣告及樹立廣告施行規範，其中北門相機街也是接受補助統一汰換招牌之商圈，惟政府與民間的想像具有落差、法令暫時無法因地制宜，導致難能達到預期效益。

 

以社區營造方式解構當地對招牌的想像

因此，本團隊選擇透過社區營造方式進入示範操作，深入在地社區溝通，並邀請專業設計者、招牌業者進入擾動。在不斷的對話與討論過程中，漸與當地各產業達成改造共識，並在北門管制區準則前提下，透過深度訪談、微旅行、社區凝聚共識工作坊，逐步彙整意見，重新解構、想像招牌在不同時代的意義，共同思考新時代北門所需的招牌形式，並完成6處之招牌改造。​

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The plans for redevelopment of west Taipei, the original splendor of Taipei’s historic North Gate, has been returned to the Taipei citizens after the Zhongxiao Bridge had been officially dismantled. The establishment of the North Gate as the center

integrating the Ministry of Railways, Taipei Post Office, Futai Street Mansion, Mitsui house and the Qing Dynasty Arsenal etc., reappeared in the city view of Taipei, representing the coexistence of history and modernity.

 

Invalid old and new advertising signboards coexist in the neighborhood

The urban area of Taiwan is a mix of residential and commercial space, so business practices is commonly active in all neighborhoods. The merchants displayed full information and characteristics of their store all over the signboard to catch the attention of consumers, thereby distinguishing Taiwan’s street visual culture from other countries. However, people today suffer from information overload with a variety of advertisements having too many messages filling people's lives which leads to tiredness or even irritation, and therefore advertising signboards are no longer effective in attracting people.

 

In addition, the disarray of signboards have made the city view cluttered and chaotic so the Taipei City Government issued a guideline for setting up advertising signboards on buildings in 1996. The camera street shopping area near the North Gate accepted subsidy for the replacement of signboards from the government. However, the guideline is unable to adapt to each local conditions, resulting in a gap between the government and the public, which made it difficult to achieve the expected benefits.

 

Deconstructing local recognition of signboards by community development

Our team invited professional designers and signboard merchants to demonstrate the advertisement process through community development, and communicated with the residents in the local community. With continuous discussions, this project gradually reached a consensus on signboard renovation with local industries. Under the guidelines of the North Gate Control Zone, this project considered the signboards required by the community in the area, and defined the significance of signboards during different eras through interviews, trips, community consensus from workshops, resulting in the completed renovation of signboards in six locations.

 

Execution year: 2016

Authorizing Agency: Taipei City Urban Regeneration Office

Keywords: community development, signboard renovation