Aviva Fried (in the United States) / Photo credit: JUSTIN SULLIVAN / GETTY IMAGES NORTH AMERICA / GETTY IMAGES VIA AFP
To officially mark the change of name – and logo – of the social network Twitter, Elon Musk had installed a giant X at the top of his building in San Francisco. But the panel, illuminated with a strobe effect, did not please the neighbors or the municipality at all. A bad publicity stunt?
Bye bye blue bird, hello X. New episode in the soap opera Twitter: the social network with 368 million monthly active users has officially changed its name and logo as its new boss Elon Musk wanted. The billionaire, who is not in his first controversy, saw things big for the occasion. He had installed a giant X at the top of his building in San Francisco, which he quickly had to abandon under pressure from the municipality.
24 complaints from residents, inspectors denied access
The spectacle of the giant “X”, in metal illuminated with a strobe effect like the Eiffel Tower, did not please the neighbors at all, as explained on a local channel by this resident who lives in the same street: “It was so bright it hurt my eyes. It kept flashing. It was really hard to ignore.” 24 complaints from residents were filed with the city’s urbanization services, which dispatched inspectors on several occasions. But access to the building was forbidden to them.
It’s a fight for the City, which threatens a big fine if the company does not remove its sign. On the social network, Elon Musk reacts by sending a “laughing death” emoji. And this Monday, a twist: the X is finally voluntarily destroyed. But the company will still have to pay the city for illegal construction. In the meantime, all weekend, everyone talked only about X. And finally, a fine is perhaps less expensive than an advertising campaign.