Brussels' iconic Coca-Cola sign removed from Place De Brouckère

A large advertising panel that had been a fixture on Place De Brouckère in central Brussels for more than seventy years has been removed. The sign, which for decades displayed Coca-Cola branding, stood on the roof of the former Hotel Continental.

The neon-lit Coca-Cola advertising sign first appeared on the building in 1952. Over time, more and more rooftop signs were added to neighbouring buildings on Place De Brouckère to catch the attention of motorists driving along the busy central boulevards. At the time, the square earned the nickname "the European Times Square".

Gradually, the advertisements disappeared until only the Coca-Cola sign remained. In 2011, the original installation was replaced by an electronic display. Measuring 130 square metres, it was the largest screen of its kind in Belgium. However, the digital sign was switched off in 2021 after failing to obtain the necessary permit, leaving only a dark screen overlooking the square.

The City of Brussels, which owns the monumental building, is currently carrying out a large-scale renovation of the site. The redevelopment plans do not include space for an advertising panel. As a result, the structure was permanently removed on Wednesday.

"The debate about advertising versus art in public space keeps the urban conversation alive," Brussels secretary of state for Heritage Ans Persoons told Bruzz. "Removing the Coca-Cola sign closes one chapter, but for De Brouckère square and Brussels' heritage, a new story is beginning."

^{© BELGA PHOTO NICOLAS MAETERLINCK}

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