ADVERTISING INTERVENTIONS IN METRO ARCHITECTURAL SPACE

Research actualizes the problem of uncontrolled distribution of advertising messages in the architectural environment, namely in the underground metro space, as exemplified by the Kharkiv and Kyiv metro stations. Particular attention is focused on the so-called branding – a campaign involving the complete covering of architectural forms and structures with advertising images. The result of the negative influence of such methods on the perception of the architectural image of metro stations is shown. As a result of analysis of the current state of the metro in the cities of the post-Soviet space, it has been revealed that the identified problem is characteristic only for Ukraine. The need is noted to involve professionals and the public to discuss and further resolve this problem.