Monday, January 13, 2014

"Liquid Fire": The dubious debut of illuminated signs

Tales of the novelty of the first neon illuminated billboard, which rested atop a hotel in downtown Los Angeles, became a central thread in the cultural fabric of the city, which for decades boasted being the first city to have one in the nation. Articles from the 30’s told of people driving for miles to see the signs which they dubbed “liquid fire” and of congestion so bad that the police had to be called in.

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