Monarch advertising sign, Historical advertising sign in Providencia, Chile

The Monarch advertising sign is a neon rooftop display on Rancagua Street in Providencia featuring mechanical and electrical components. The construction shows the technical capabilities that advertisers had available to capture attention during that period.

The Luminosos Parragué company built and installed the sign in 1955, a year after its initial installation in 1954. On 31 May 2010, Decree No. 219 declared it a National Monument of Chile in the Historical Monument category.

The sign represents a form of commercial communication that was widespread in 1950s Santiago, showing how brands shaped the urban landscape of that era. It stands today as an example of how advertising became part of a city's visual heritage.

The sign sits on the roof at 51 Rancagua Street in Providencia, so it is seen from the street below rather than visited inside. It lights up at 9:00 PM in summer and 6:00 PM in winter, so time an evening walk accordingly.

The sign's moving parts were built by Luminosos Parragué using an electromagnetic mechanical system. Claudio Parragué, the firm's general manager, said clients wanted their products given "a sort of magic", and the mechanism turned the legs and the champagne bottle into a classic.