Flora Fountain - Signage Project

Signage Project

The large sized signboards and hoardings erected around the Flora Fountain precincts marred the beautiful view of the fountain and also of the other heritage buildings surrounding it, in spite of the Heritage Regulations of Greater Bombay, Act 1995 in force to stop such activities. The Mumbai Metropolitan Regional Development Authority (MMRDA) and public spirited people of the area conscious of the developing chaotic conditions in the area took action to redress the situation. With the help of a group of architects appointed by MMRDA, a report titled “Dadabhai Naoroji Road Heritage Streetscape Project”, which addressed the problems and provided designs and plans, was prepared by the MMRDA. But action on ground was initiated by the architects who prepared the report in association with the local shopkeepers, occupants and commercial establishments in the street and the local municipal officer who implemented, voluntarily, the regulation of the shop fronts and signage; the expenses for relocation and redesign of the shop signs were borne by each individual establishment. The L.G. and Cine Blitz hoardings, which used to display latest film gossip, at the fountain were targeted for relocation, apart from other hoardings along the Dadhabhai Naoroji Road. The pilot project’s plans fructified and resulted in the setting up of a citizen's association (of the various occupants, owners, corporate establishments and shopkeepers on the Dadabhai Naoroji Road) called “The Heritage Mile Association”, as a non–profit group, with the objective to restore the heritage character of the Dadabhai Naoroji Road through public participation and private sponsorship. These efforts have also resulted in the UNESCO’s “Asia-Pacific Heritage Award of Merit in the year 2004” bestowed on the MMRDA. A public spirited doctor by profession filed a Public Interest Litigation (PIL) in 2002, in the Bombay High Court, against the proliferation of hoardings in the city. The court directed the Heritage Committee to look at the feasibility of hoardings in heritage areas. The Heritage Committee passed a resolution that said “that all hoardings on individual heritage buildings or in heritage precincts must be removed.” The Bombay High Court in its judgment of May 5, 2004, upheld the Heritage Committee’s resolution and ordered that the billboard agencies should remove all hoardings from heritage precincts in the city within four weeks.