DUX-skylten, Neon advertising sign at Hötorvskraperna, Stockholm, Sweden.
DUX-skylten is a large illuminated advertising sign mounted on the facade of the Hötorvskraperna building in Stockholm. It was made from over a kilometer of neon tubing in red, white, and blue, arranged to be visible from a considerable distance across the city.
The sign was first illuminated in 1960 and was the largest illuminated advertisement in Europe at that time. It remained on the building until 1994, when it was taken down.
The sign, designed by architect David Helldén, exemplified the modernization of Stockholm's commercial district during the urban development of the 1960s.
The building was specially constructed to support large advertising signs on its facade. The best viewing spot is from street level, where you can take in the full scale of where this display once was.
The five buildings surrounding the square have flat gabled walls without windows, designed specifically to accommodate large advertising displays. This unusual design choice meant the entire surface could serve as a billboard.
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