24/03/04

Hounslow Council give go ahead to removal of much loved landmark.
The ‘Lucozade Sign' to be taken down

Yesterday evening Hounslow Council's Sustainable Development Committee approved the demolition and redevelopment of the former ‘Lucozade Annex' site on the Great West Road, Brentford, sanctioning the taking down of ‘The Lucozade Sign' displayed on the present building. In the face of the vigorous opposition of local residents and amenity groups, and despite a plea by the Twentieth Century Society made at the meeting, the Committee refused to take effective action to try and ensure the re-installation and continuing display of this much loved West London landmark as part of the redevelopment package. Instead the Committee rubber-stamped approval for the construction of a new regional headquarters building for Audi UK . The Hounslow Planning Officer advised that “it may be possible to arrange for the sign to be taken down and stored in the hope that future display at another location may be possible”, but not even this minimal measure was assured.

Cordula Zeidler, caseworker and spokesperson for the Twentieth Century Society commented:
“As a direct consequence of Hounslow Council's decision we are threatened with the probable permanent loss of a cherished West London landmark which is also an important and rare surviving example of a notable and finely designed neon sign dating from the early nineteen fifties. The ‘Lucozade sign' merits protection as a public work of art as well as an important townscape feature. It is recognised with affection by literally thousands of motorists who pass it each day on their way down the M4/A4 into London . It is not acceptable for Hounslow to express regret at the taking down of the sign when they should have required its re-erection as part of the redevelopment package.”

Notes to Editors:

• ‘The Lucozade Sign' is an articulated neon sign showing bubbling Lucozade being poured from a bottle. It is a rare exemplar of early nineteen fifties British ‘kinetic sculpture' (i.e. design in neon) reflecting the wit and delicate whimsicality of ‘Festival of Britain Modernism.' As well as its undoubted quality and distinctiveness, (it is unlike the generality of 1950's neon which was derivative of glitzy American influence,) this sign is also now a very rare survivor – much of the notable neon signage of the mid twentieth century having now been destroyed.
  
• The Lucozade Sign occupies a supremely prominent position, adjacent to the elevated section of the M4 and fronting the A4. To motorists driving into London in is the landmark signifying the approach to the city.
  
• The Twentieth Century Society are the national amenity society concerned with the protection of important post 1914 architecture, townscape and design.

Contact :

Cordula Zeidler
Caseworker
Twentieth Century Society
70 Cowcross Street
London EC1M 6EJ

020 7250 3857 - Phone
020 7251 8985 - Fax
www.c20society.org.uk

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