“Affiche-in-beton”. That is how Dick Elffers described Het Signaal. We are standing before this striking structure now. Het Signaal is not just any advertising pillar. It holds a unique distinction. It is one of the few, if not the only one, to achieve the status of a national monument.
This 42-meter-high pillar was designed by Dick Elffers for the RAI Amsterdam site. The construction of these exhibition halls took place on what was once the Zuiderpark. From 1958 to 1961, these halls were built consuming a large construction site. The pillar was erected when part of the halls were already standing. However, it remained largely out of sight due to all the building materials on the site. This area was transformed into a parking lot before the opening.
Interestingly, before its unveiling, Het Signaal received a less than flattering review. A column in the Algemeen Handelsblad criticized the concrete structure. The column noted its stark contrast with the horizontally oriented Europahal. The Europahal is only one story high with a round roof. The pillar, on the other hand, is vertically oriented. The article called it a “concrete stalk” and “concrete twig”. While the pillar is vertical its advertising structures are horizontal including a scrolling light display. The critic deemed it a meager object.
Elffers envisioned Het Signaal as an “Affiche-in-beton” using both concrete and steel. He was brought in as an alternative to artists whose designs did not meet RAI’s requirements. He was approached relatively late in the process in June 1960. At the time, Elffers was primarily known as a graphic designer. He decided on a triangular structure so that the advertisements could be seen from all directions.
Elffers originally wanted a taller structure 50 meters. He believed it would have more allure. However, the RAI considered 42 meters sufficient. Elffers regularly consulted with the builders during construction. This ensured that no problems arose.
In the 1960s, Het Signaal towered over the surrounding buildings. However, as the RAI expanded, the pillar risked being overshadowed. Newer and taller buildings threatened to engulf it. To address this, Elffers got his wish. The pillar was extended. According to records, it became sixty meters high. This extension required additional foundations. In addition to advertisements, a digital clock and thermometer were added.
In 2015, both the Europahal and Het Signaal were declared national monuments. Around 2020, Het Signaal was referenced in architect Reinier de Graaf’s design for the nhow Amsterdam RAI hotel. Het Signaal stands as a testament to innovative design and the evolving landscape of Amsterdam. It is a beacon of advertising history and architectural ingenuity.