Save Farine Five Roses

Well, here we are in late August, and there's still nothing to report of any substance. I know some people see it as a mortal sin not to keep a blog updated (yup, you know who you are), but what is there to do?

Meanwhile, in the last few months, two contacts 'in the know' (a city employee and a would-be politician) have told me very matter-of-factly that 'well, the sign's been saved, right?' Hmm. I have no proof at all of this notion, and am convinced that the Farine Five Roses sign will remain under threat (if not imminent, then eventual) until ADM and/or Smuckers and/or the City make a public statement about plans to safeguard the sign's future.

This sign is a part of the city's heritage; an icon appearing on postcards, tshirts, even Flickr - and at least one tattoo. It is no longer simply a piece of advertising ephemera, erected so long ago without regard for the wishes of the city's inhabitants. Imagine, in its near-sixty year history, what the sign might have seen from its perch on top of the New Royal Mill: Expo; the Olympics; the ice storm.

As many visitors to this website have demonstrated, the passion for this sign far outweighs the apparent antipathy of its past or current owners. If we can finally see the merit in saving old buildings, like those in the old port, then we should also extend our vision to include this important cultural artifact. The Farine Five Roses sign belongs to Montréal.

Introducing Almost Architecture, a short interactive film about high-rise signs in Montréal, including Farine Five Roses. This is version 1.0: there are still a few minor glitches, and much more material to be added at a later date. Feedback welcome.

This database narrative was produced using the Korsakow-System. In order to play properly, this film requires that your web browser has Shockwave installed. (Here is an FAQ on Shockwave.)

Lisa reports: "The sign was all wacky again last night (April 5) but tonight it's not-so-much. The blinking is back to what it normally is - the only thing wrong is the R of roses is burnt out."

I have emailed ADM to ask them if they're keeping up with maintenance while they decide (with Smuckers) what to do with the sign.

Lisa, my eye in the sky, wrote last night (Wednesday) to say" "More of the same tonight...and more letters are flickering: the "e" in Farine, the "v" in Five and the "r, s and e" in Roses. It actually looks kinda pitiful."

No news was good news.

I've just been tipped off that the sign is lighting up in bizarre ways. Check out this video taken April 3. I can't help wondering if they're trying to run the sign into the ground. If it doesn't light up properly then it needs to be taken down, right?

I have just heard from ADM that... there's no news. Meanwhile, I'm drafting an open letter to the brand managers at ADM and Smuckers. Will post it here as soon as it's done. As ever, if you have ideas or contacts or info of any kind, please let me know. I'm also open to guest spots, so if you have an extended commentary, article or essay of your own I can post it here. If your interests run to the academic or artistic, you might be interested in this symposium, coming up in May.

In response to enquiries about the sign's current status: my eye in the sky (thanks again Lisa) tells me that the sign has been on at night the past few weeks. I have also asked ADM for an update on their plans for the sign and will post here as soon as I hear anything. If anyone else has any news please let me know.

Contrairement à l'enseigne Hollywood en Californie, le nouveau panneau 'Oui-Non' à Montréal serait aussi pratique que cosmétique. Celui-ci fournirait des résultats d'élection ou de référendum à la seconde près - selon l'éclairage et l'intensité du mot 'Oui' ou 'Non' - à tous. Une belle utilisation pour cette enseigne vénérable.

Unlike the Hollywood sign in California, Montréal's new 'Oui-Non' sign would be more than cosmetic. The sign would allow everyone to get up-to-the-second information on election voting and referendum ballot results, depending on which word - 'Oui' or 'Non' - was illuminated, and how brightly. A fine new use for a venerable old sign.

A fabulous new art installation for the Beaudry Métro station in Montréal's hip-and-happening Gay Village.
Un nouveau piece d'art industriel pour la station de métro Beaudry au village gai de Montréal.

With a little modification, the FFR sign could stay put, and find new life as a weather indicator for the city. L'ensigne FFR - comme un météorologue pour Montréal.