1. CASE STUDY: OUR TOWN – SOFIA
1.1. Let us introduce you the historical centre of our town – Sofia!
Bulgaria’s capital Sofia is located in the central part of Wester Bulgaria at a strategic crossroad: it lies on the most ancient arteries, of trans-continental, even world importance - the Diagonal Road which passes through South East Europe, connecting Europe to Asia; the other important axe is the Western Trans-Balkan Road which has been uniting for ages the territories from both sides of the Balkan range and connecting Western and Central Europe with the Aegean and the Mediterranean sea. This important location determines the city’s millennial history. (pictures 1 and 2)
1.2. Sofia’s today’s part in the theatre of functions:
-rapid development as an European capital;
-concentration of administrative, social and cultural activities;
-communication and transport centre.

2. WHAT IS VISUAL COMMUNICATION IN THE HISTORICAL CENTRE OF SOFIA? (picture 3)
2.1. SYSTEMATIC ELEMENTS
-STATIONS – bus, tram, underground;
-street and road SIGNS;
-general info SIGNBOARDS;
-info SIGNBOARDS about a specific SITE
2.2. CHAOTIC ELEMENTS
-ADVERTISEMENT:
...STATIC advertisement: billboards, company signs, advertisement-pillars, single advertisement units;
...DYNAMIC: screens;
...MOVABLE: on cars, public transport, hot-air balloons, Zeppelins;
...LIVE: persons distributing advertising materials by hand;
-POSTERS, PLACARDS;
2.3. QUESTION!
What about historic sites in the city? Aren’t they also visual communication elements? (picture 4)

3. WHAT VISUAL COMMUNICATION IN THE HISTORICAL CENTRE OF SOFIA IMPLIES?
3.1. Directs to another object or event.
CONCLUSION:
Don’t our historical centres require a humbler design of the visual communication elements? Don’t they have to be seen also in the night? (picture 5)
3.2. Draws the attention to itself and tries to choke the others.
CONCLUSION:
Doesn’t it choke the others, shining brightly in the nightscape? Don’t advertisements lose grounds because they are numerous and concentrated, each one trying to choke and over-shine the others. Isn’t it that quality gives way to quantity? (picture 6)
3.3. QUESTION!
How the historic sites in the city alone communicate?

4. ADVERTISING AND ARCHITECTURE IN SOFIA HISTORICAL CENTRE - INTERACTION OR CONFLICT?
4.1. INTERACTION
A. ADVERTISING ARCHITECTURE (picture 7)
1. Does it exist?
2. Problems:
- it’s not clear, not visible;
- it lacks integrity;
- it’s not considered a system and resource of the city.
B. ADVERTISING THROUGH ARCHITECTURE
1. Does it exist? Which historical sites we choose to advertise our city? What is Sofia’s image?
2. Problems: are these the things that make our city unique?
4.2. CONFLICT
C. ADVERTISEMENT + ENVIRONMENT (picture 8)
1. Examples;
2. Problems:
- mechanical sum;
- imposing one over the other;
- vulgarizing the architectural environment;
- inappropriate even dangerous places




Images of the WORK: