Bringing light to the people

Date: 07/12/1995

It could be the biggest publicity campaign in EU history and a new tourist attraction for Brussels.

Forget the flashing billboards in Piccadilly Circus, Time Square, and all that - Belgium brings you the Berlaymont, in all its white-cloaked glory.

After weeks of musing on how to make the most of the ghostly new Christo-style cladding which has dramatically transformed the quality of light in the streets surrounding the Berlaymont, the government has announced it will be allowing display advertising on the protective covers which drape the building - but only for really good causes, like the future of Europe and democracy, according to Belgian Minister André Flahaut.

Regulars in pubs and cafés overlooking the building suggest screening full-length movies, while others say the Berlaymont car park makes the site a natural for development as a drive-in cinema.

There is even a suggestion of showing cartoons to celebrate 100 years of cinematographical animation. The star-shaped designed of the place means, of course, that you could screen at least four films at once, although there might be a problem with the sound system.

Mute advertising is the most likely bet, but local residents and workers whose office windows overlook the Berlaymont would like it left exactly as it is - forever.

“Since they covered it up in brilliant white we haven't had to turn the lights on during the day at all, even under the greyest skies,” explained one delighted desk-bound secretary.