Kamil Kubik and Przemysław Ostaszewski, experts in urban space and sign design, talk with Pracownia Zmiany about the future of advertising in Poland. What changes in the urban landscape could improve how our cities look? Are landscape regulations the only way to bring order, or does our mindset also need to change?
Interview with Kamil Kubik and Przemysław Ostaszewski
Pracownia Zmiany:
Let’s start with a rather personal question about aesthetics. Kamil, Przemek – do you have any “favorite” places in Poland where ads and signs have completely gotten out of control?
Przemek Ostaszewski:
The entire Warsaw metropolitan area! For me, the top example is the Cepelia building in central Warsaw – a beautiful modernist pavilion that was first damaged by cheap changes and later covered with ads, almost disappearing for nearly 30 years. Luckily, after a recent renovation, it has regained its former look. I could name many more places: the “advertising building” on Grochowska Street 332, Różycki Bazaar, the Old Town, Pruszków, Otwock… My list is very long!
Kamil Kubik:
It’s similar for me. In Kielce, on Sienkiewicza Street, there is a building from the communist era that was covered with ads for years. It’s neglected, but very typical for smaller cities. Places like this, with mixed styles and random ads, still dominate our public space.
Pracownia Zmiany:
People often say that “nice signs are a problem only for rich cities” and that smaller towns have other priorities. How do you respond to this?
Przemek Ostaszewski:
That’s a myth. In smaller towns, organizing public space can bring the biggest and most visible results. Take Nowy Sącz as an example – cleaning up the space, especially regulating ads, improved how the city is seen and helped local businesses. Aesthetic space attracts people everywhere. This is about good management, not money.
Kamil Kubik:
Exactly. Smaller towns can gain even more, because their space is less crowded. Well-designed signs and ads can really make a difference.
Pracownia Zmiany:
You agree that the problem is widespread, but how effective are landscape regulations? In some cities we see changes, while in others cases end up in court.
Kamil Kubik:
In cities where regulations were introduced, the results are clearly visible. Gdynia, Poznań, Kraków – you can see the difference there. In Warsaw, despite attempts, the effect is much weaker.
Przemek Ostaszewski:
Exactly. In places like Warsaw, where regulations are delayed, the situation is very bad. Strong advertising lobbies and political conflicts are part of the problem. Penalties are also too low, so when one ad is removed, two new ones appear. Without regulations, it’s a fight against windmills.
Pracownia Zmiany:
Many business owners first oppose ad regulations, but later admit the changes helped them. Have you seen this?
Kamil Kubik:
Yes, in every city that introduced such rules. In Gdańsk and elsewhere, business owners were against them at first, but now say the changes helped a lot. Their image improved, and well-organized space attracts customers.
Pracownia Zmiany:
If you had to choose one sign that you truly love, what would it be?
Przemek Ostaszewski:
For me, it’s the “Kalinka” shop sign on Siennicka Street in Warsaw. It’s a family-run paint shop. After a redesign in 2019, the sign went from plain to iconic – it looks like it has always been there. The redesign was done by Traffic Design studio. It’s a great example of why aesthetics matter.
Kamil Kubik:
I agree, it’s a great example. I like signs that fit their surroundings. Even though I prefer classic styles, modern signs that match the city’s character always impress me. Traffic Design does amazing work in this area.
Pracownia Zmiany:
Finally, let’s imagine Polish cities in 30 years. Will we still need landscape regulations, or will good urban order become normal?
Kamil Kubik:
I believe that in 30 years people in Poland will be more aware of the need to care for public space. In Scandinavia or the Netherlands, strict rules are often not needed, because space is treated with respect. In Poland, we must start with education – in schools, public offices, and everyday contact with the city.
Przemek Ostaszewski:
Education is key – for young people and for public officials. We need to change how we see public space: from “shared, so it belongs to no one” to “shared, so it belongs to all of us.” If we don’t want Polish streets to be a subject of jokes in 30 years, we have to start working on this now.
