The Coca-Cola sign is an electro-kinetic sculpture on the Two Times Square building in Times Square, Manhattan, New York City. Installed in 2017, it is the latest iteration of Coca-Cola advertising at the site since the early 20th century. [1]
Details
The current sign measures approximately 68 by and contains 1,760 LED cubes that can move independently. The cubes are programmed to move in several preset configurations over the course of the day. Construction started with the removal of the existing sign in February 2017, and premiered on August 8 of the same year. After completion, Guinness World Records noted it as the world's "first 3-D robotic billboard".[2]
The sign was designed and built by space150 and Radius Displays, with sign testing, management, and assembly handled by other businesses.[3]
Previous Signs
Early signs (1920–2003)
The first Coca-Cola billboard in Times Square debuted in 1920 at 49th Street and Broadway, with neon lighting later added in 1923. It flashed the words "Drink Coca-Cola, Delicious and Refreshing", and was the world's second-largest electric billboard at the time.
This sign was replaced in 1932 with a new model on 47th Street which featured a soda jerk, and was replaced again in the 1960s with a simpler sign reading "The Pause That Refreshes."[4] By the mid 1960s, the slogan had been changed to "Things Go Better With Coke."
In late October 1969, Coca-Cola embarked on a multimillion-dollar advertising campaign, which included a new logo for the company; the trademark was housed in a square with a "dynamic ribbon" near the bottom. A large electric sign, which alternated the new look and slogan "It's the Real Thing" in vibrant red and white colors, was installed at Times Square and remained for over 20 years.
The sign wouldn't be updated again until 1991. A $3 million, neon-illuminated display was introduced, featuring a larger-than-life Coke bottle protruding from the billboard's surface. The bottle was the world's largest Coca-Cola bottle, and the sign featured both daytime and evening routines.[4]
See also
- Candler Building, the former Coca-Cola headquarters on 42nd Street
External links
References
- News - Coca-Cola Stories & More | The Coca-Cola Company www.coca-colacompany.com^
- First 3D robotic billboard Guinness World Records^
- Coca-Cola Times Square Sign: Partner Credits: The Coca-Cola Company www.coca-colacompany.com