Curbed LA: New Neon Sign on Building. We're Not Crazy Afterall.

New Neon Sign on Building. We're Not Crazy Afterall.
Thursday, June 21, 2007, by jwilliams

We don't know if this has been covered by other blogs or not, but we're guessing it hasn't since we read everything. For weeks now, we have noticed a neon sign on top of a Hollywood building as we drove home on the 101. We weren't sure if it had always been there and we just never really noticed or if it was new, or if it had new bulbs, or if it was a different color - but we knew something was different. Today, we get confirmation from the nice people at The Patrón Spirits Company (of Patrón tequila fame) that indeed the neon addition to the Hollywood skyline is new and it is intended to make us drink more. Done and done.

The neon sign sits atop the Lofts at Hollywood & Vine (the former Equitable Building) project and is a cornea bending bright green and purple (or is that white?).

Via the liquor release: "The message on the neon billboard was created specifically for the neighborhood, an extension of Patrón’s “Simply Perfect” global advertising campaign, which examines and debates topics of “perfection.” In this case, the question is who is more “perfect” in Hollywood, a “Rock Star” or a “Movie Star.” The billboard alternately flashes this choice, over the words “Some Perfection is Debatable,” then shifts to an image of a Patrón tequila bottle, with the words “Some is Not.”

Posted in City Life, Hollywood & WEHO, Neighborhood Reports, Real Estate Miscellany, Technology & Cartography

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Comments (9 extant)

Who doesn't love phallic neon?

By John at June 21, 2007 12:36 PM

looks like a dick to me!

By Anonymous at June 21, 2007 12:39 PM

This is where the "Lion King" and "Snow White" ads used to be, which were quite tasteful by comparison. I see this sign from my apartment, and will say up front, I'm a big fan of colorful lights sprinkled against the ever-changing Hollywood skyline.

But, as an ad, it doesn't work. There are at least three different concepts going on. The slow-change flash also reminds me of those cheesy "HOT L" red neon signs you always see in movies outside poor people's rooms, just as they're plotting revenge against the world or their last girlfriend/boss/husband.

By OneWag at June 21, 2007 12:50 PM

Those pictures look as if they were taken from the off limits top of the Capitol building.

By AnonymousCoward at June 21, 2007 12:52 PM

actually, they were taken by a very tall man.

By pola at June 21, 2007 1:59 PM

Patron is the sh*t!

I've noticed a surge in advertising by them lately...

By D*aisy at June 21, 2007 2:29 PM

That picture looks like a real city and stuff.

By Anonymous at June 22, 2007 1:43 AM

Is the nearby Broadway neon sign destined to stay dark forever since Federated merged the department store into its Macys/Bloomingdale's brand?

By heartattackandvine at June 22, 2007 1:26 PM

looks like homer simpson more than it looks like a dick

By scraggly at October 6, 2007 7:50 AM

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