Budapest's Grand Boulevard to get new image reminiscent of city's neon-light era

The new concept designs for Budapest's Grand Boulevard and the financing background for its renovation were presented on Tuesday evening. It was on February 8 last year, that Mayor Gergely Karácsony announced that the important route from Boráros Square to Jászai Mari Square would be renovated using funds from the EU, the capital itself and several affected districts, and that the boulevard would also be given a uniform image.

The leadership of the Hungarian capital has secured funding for the renovation of the Grand Boulevard, according to a statement released by BKK on Wednesday. The project will receive a non-refundable grant of 4.5 billion forints, which will be made possible with support from the European Union and the co-financing of the Hungarian state. They added that the city's public transport company, BKK has signed and began the implementation of a planning contract for the renovation of the Grand Boulevard, with the costs being pre-financed by the city itself. The contract was signed with the winning bidder, Via Futura Kft.

Regarding the pre-financing from the municipallity, they write: "BKK is requesting the Managing Authority to reallocate funds within the framework of the existing grant agreement for the task of planning and is thus submitting a grant application for at least HUF 3.8 billion for the reconstruction of the tree-lined boulevard as well as the public spaces on the Grand Boulevard."

A new logo, a new image

At Tuesday’s presentation, the new image was also presented in a so-called brandbook. The winning concept, designed by Gergő Galambos and Döme Vereczkei focuses on the concept of a "Neon-lit Boulevard." The introduction states that yellow trams and "curved neon tubes" have been part of the classic image of the Boulevard. As they write in the brandbook:

“Neon is not just a source of light: it is an identity, a reminder of the past, and an image of the city's atmosphere. This is what inspired the concept we proposed, which incorporates the classic aesthetics of neon lights into the soon to be revitalised visual world of the Boulevard—both as a cultural heritage and as a future-shaping urban experience.”

They recalled that Budapest had two "neon eras": the 1920s-30s and the 1960s-70s. Iconic neon signs such as the MASZOVLET airplane-shaped one or the owl-shaped light tubes of the Central Antiquary are still vivid in people's memories. After the fall of communism, most of the neon signs disappeared, but "the desire for their return is now strong," as evidenced by blogs, maps, and photo series on the subject.

This is the idea the new logo of the boulevard (körút), shaped like the letter K, which emulates neon signs is based on. "With their clean lines, the nostalgic tube-like shapes ensure a timeless appearance in both digital and physical space," the concept states. According to the proposal, the neon-like K logo would appear on directional signs and installations in the city, and there is also a proposal for a Körút Neon Program, which would encourage the renovation of old neon signs and the installation of new, high-quality ones.

This would create a special ambience, the neon-lit route would lend itself to social media posts, it would boost evening traffic, attract more visitors to restaurants and cafés, and be a unique feature of Budapest's image. It is no coincidence that the Körút logo is circular, and that the KÖRÚT inscription next to it was created using the Open Sans font. The logo is to be modified based on the name of each particular section of the boulevard, so Teréz Boulevard, for example, will have a stylised letter T. It will be possible to use the logo on retail premises, flyers, citylights, posters, advertisment columns, rubbish bins, road signs, benches, bicycle racks and souvenirs. The other six finalist entries are exhibited by BKK at Rákóczi Square Market Hall.