Place branding is in the news again as South Africa attempts to buff up its image thanks to the World Cup. Paris is also a brand, of course – and it’s one of the most successful city brands in the world. It has the Eiffel Tower as a logo and a whole host of alluring brand values, ranging from artistic to romantic. Paris is also known for its architectural harmony. Millions of tourists will pour in to admire it this summer. Like them or not, Monsieur le serveur, they are vital to our economy.
Why, then, is Gare du Nord such a disgrace? Returning on the RER B from the airport the other day, I imagined arriving in the city for the first time. Already the overheated, scruffy and old-fashioned RER leaves a lot to be desired (two words: Heathrow Express). Then the visitor is plunged into the scarred concrete entrails of gare du Nord. The ceilings are cracked and stained. The paint is peeling. Half the escalators don’t work. Ugly stores selling cheap merchandise crowd the walkways like pushy salesmen. Armed policemen lurk at one end of the concourse; moody teenagers loom at the other. Gare du Nord looks more like a Third World bus station than the gateway to one of the world’s most prestigious cities.
As I’ve said before, media are everywhere. Gare du Nord is a medium for expressing the Paris brand. And for the moment it is a failure.
