Coca-Cola is giving its signature sign in downtown Atlanta a much-needed technological upgrade, continuing the company’s legacy of investment and advertising in the neighborhood where the beloved beverage was born more than 133 years ago.
Starting next week, the neon “Coca-Cola Spectacular” atop the Walgreens building at 25 Peachtree Street will be dismantled. But fear not: the beloved Five Points sign isn’t going anywhere; it’s coming down temporarily to make way for a new-and-improved successor that will be in place by January.
The circular sign – which spans 33 feet in diameter – has served as a cultural landmark for both the city of Atlanta and
“It’s an iconic sign in an iconic location… thousands of people pass by it every day and expect to see this shining symbol of
The new sign will be lighter than the current spectacular (LED bulbs are plastic, compared to glass neon bulbs), more durable and far more energy-efficient and eco-friendly. Dimmable LED lighting will keep it illuminated 24 hours a day (neon bulbs are not dimmable and have to be turned off at night). In addition, a full-color, interactive digital display will replace the current lighted message board beneath the
Check out a few behind-the-scenes photos of the sign renovation:
“It will be an even bigger and more valuable marketing asset for us,” Fletcher added. “We will be able to share our brand advertising and company messaging in crystal-clear resolution on a prime piece of Atlanta real estate.”
Coke is partnering with Douglasville, Ga.-based DeNyse Companies to build, install and operate the new sign. DeNyse – which has created digital signage for the World of
Signs of the Times
Coca-Cola signage has been a meeting point for Atlanta for nearly 90 years. From 1932 to 1981, a
The sign underwent various upgrades and changes. The original was a three-part sign featuring a 9-ft.-tall neon trademark, a billboard that changed out monthly and an electric sign using light bulbs to create letters relaying current events. It was replaced in 1938 with one that displayed snowflakes, raindrops, clouds or sunrays to forecast the next day's weather.
In 1948, work was completed on a 48-ft.-tall, 33-ft.-wide
The Atlanta sign is among several