The billboard setting area is planned to be divided into three categories, and commercial advertisements are prohibited in Tiananmen Square

  Our reporter Wang Tianqi

  The "Special Plan for the Setup of Outdoor Advertising Facilities in Beijing (2021-2030) (Draft for Comment)" organized by the Beijing Municipal Commission of Urban Management has recently solicited opinions from the public.

According to the urban functional positioning and spatial structure layout, the "Special Plan" clarifies the standards for the division of three types of commercial outdoor advertising facilities, and determines the total number and type of outdoor advertising facilities, as well as planning indicators such as installation density and area upper limit. In different style zones, the style requirements of outdoor advertising facilities are different.

  Plan to expand coverage across the city

  According to reports, with the promulgation and implementation of the "Beijing Urban Master Plan (2016-2035)", the original "Professional Planning for Setting Up Outdoor Advertising Facilities" is no longer in line with strengthening the functional construction of the "Four Centers" and doing a good job in history and culture. The need for the protection of famous cities and the shaping of urban characteristics.

At the same time, the "Beijing Regulations on the Administration of the Installation of Outdoor Advertising Facilities, Plaques, Signs and Slogans", which will be officially implemented from September 1, 2021, further determines the management system for outdoor advertising facilities according to the plan, and sets the city's outdoor advertising facilities. The plan is incorporated into the urban planning system as a special plan.

  The reporter noticed that the original "Professional Planning for Setting Up Outdoor Advertising Facilities" was mainly for the central city, while the "Special Planning" compiled this time covers the entire administrative area of ​​Beijing.

  Three types of areas to be divided

  It is understood that the outdoor advertising facilities in this special plan refer to the light boxes, neon lights, electronic display devices and other vehicles set up by the use of buildings, structures, outdoor venues, the ground parts of urban rail transit facilities, and public transportation vehicles. , roads and other urban outdoor public space advertising facilities.

  This special plan, based on the functional positioning of urban areas, adheres to the principle of "quiet" the government affairs area, residential area, historical and cultural area, and ecological area, and "moves" the commercial area, and delimits the area where commercial outdoor advertising facilities are prohibited to be installed in the city. , restricted settings area and allowed settings area.

  Among them, the prohibited areas are key areas to ensure the central government affairs environment, protect historical and cultural cities, and maintain ecological and living environment safety, such as Tiananmen Square, Zhongnanhai and the surrounding areas of the Forbidden City, the surrounding areas of Diaoyutai State Guesthouse, wetlands, and scenic spots. Within the protection scope of cultural relics protection units and historical buildings, schools, kindergartens, hospitals, nursing homes, and places of religious activities within the red line of land use, etc.; the allowed areas are to highlight commercial functions, serve commercial economic development, and cultivate key areas for building an international consumption center city , such as key business circles, business exhibitions and other industrial parks, and subdivided into two levels; restricted areas are prohibited areas and other areas other than permitted areas, such as the traditional central axis, the functional core area of ​​the capital, and the administrative office of the city's sub-center Districts, etc., are also divided into two levels.

  Billboard settings implement total control

  According to the special plan, the total amount of outdoor advertising facilities will be controlled. According to the calculation method of "vertical projected area of ​​the building facing the street below 24 meters × area control coefficient × land use control coefficient", the upper limit of the facility area control is obtained, and the building height is less than 24 meters. m, calculated according to the projected area of ​​the actual building facade.

At the same time, if outdoor advertising facilities such as electronic display devices are used, the upper limit of the total area will be reduced by another 60%.

  In addition, the total area of ​​outdoor advertising facilities of a single building can be concentrated on the same facade. The outdoor advertising facilities on the facade of the building shall not exceed 30% of the vertical projection area of ​​the building facade, and the outdoor advertising facilities on other facades shall not exceed 30% of the area. reduce accordingly.

  In the restricted area of ​​commercial outdoor advertising facilities in the block, except for the four types of controlled land, the number of buildings with outdoor advertising facilities planned for other land types is controlled within 30% of the total number of buildings in the block.

  Different district billboards have different styles

  The reporter noticed that in order to connect the urban spatial structure of "one core, one main and one sub-center, two axes, multiple points and one district" in the overall urban planning of Beijing, this special plan has a The style, color, lighting, etc. of outdoor advertising facilities in different districts, such as the new city in the plain area and the ecological conservation area, have clarified different setting requirements.

  For example, the functional core area of ​​​​the capital includes two administrative areas, Dongcheng District and Xicheng District, with a total of 32 streets. Except for the prohibited area and the permitted area, the rest are restricted to the first-level setting area, and are divided into ancient capital style protection zones and ancient capital style and features. There are three types of style areas: coordination area and modern style control area.

Among them, the outdoor advertising facilities in the ancient capital style reserve should adopt the traditional style to show the charm of the ancient capital. And prohibit the use of dynamic lighting.

  The extension line of Chang'an Avenue (within the third ring road) in the "two axes" is a prohibited area, and the section from the third ring road to the fifth ring road is a restricted area. The color needs to be integrated with the warm red-yellow, blue-gray, and light-gray architectural colors along Chang'an Avenue, and dynamic lighting is prohibited.

  On this basis, the special plan has also made clear how to set up outdoor advertising facilities in areas with different styles such as the Second Ring Road, the Third Ring Road, the Sanshan and Wuyuan areas, the city gateway area, industrial parks, and key business districts. Require.

  For example, the first-level setting area is restricted along the Second Ring Road, and outdoor advertising facilities can be planned and set up on commercial buildings with four types of land and a commercial operation area of ​​≥ 20,000 square meters. and other forms, less but more precise settings.

Commercial pedestrian blocks in key business circles can adopt electronic display device advertisements, laser projection advertisements, physical modeling advertisements, and attached vertical advertisements.

  Set up a negative list of outdoor advertising facilities

  This special plan also clarifies the negative list of outdoor advertising facilities.

Advertising facilities are prohibited on bridges such as traffic safety facilities, municipal public facilities, overpasses, pedestrian crossing bridges, and railway bridges.

The installation of outdoor advertising facilities shall not affect road traffic safety; shall not hinder the production and life of others; shall not affect the growth of plants, damage public green space, ancient and famous trees.

  In addition, outdoor advertising facilities should be designed, constructed and installed by enterprises with relevant qualifications to ensure the safety and standard setting of facilities and reflect the superb production technology.