Enseigne lumineuse Farine Five Roses, Industrial neon sign in Ville-Marie, Canada.
The Farine Five Roses sign is a neon installation in Ville-Marie mounted atop a historic flour milling facility. The display features red illuminated letters arranged across two rows, positioned prominently above the harbor area.
The sign was installed in 1948 by the Ogilvie Flour Mills Company and received its current name after the Five Roses brand acquisition in 1954. During the 1970s, certain text was removed from the display to reflect changes in language policies in Quebec.
The sign reflects Montreal's industrial past and the city's dual linguistic identity. Over time, changes made to this display show how language and commerce have shaped the neighborhood.
The sign is most visible at night and can be spotted from various vantage points around the harbor and waterfront. Walking near the old port area or from adjacent streets provides the best viewing angles.
The sign operates on a 22-second lighting cycle where the upper and lower rows alternate, creating a dynamic visual effect. This rhythmic illumination has been an innovative advertising technique that has attracted viewers for generations.
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