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The Monarch advertising sign (letrero publicitario de Monarch in Spanish) is a neon billboard located on the roof of a building at 51 Rancagua Street, in the Santiago Metropolitan Region of Santiago, Chile.
The sign was initially installed in 1954, and in 2010 was declared a National Monument of Chile. It is also classified as a Historical Monument.
History
The Luminosos Paraguay company built and installed the Monarch advertising sign in 1955.
According to the general manager of the company, Claudio Paraguay says:
"Las empresas querían que se les diera una suerte de magia a sus productos. Por eso utilizamos un sistema mecánico electromagnético que con el tiempo terminó transformando a las piernas y a la botella de champagne en un clásico."
Translation to English:
"The company wants to incorporate a sort of magic into their products. Because of this, we used an electromagnetic mechanical system that ends up transforming the legs and champagne bottle in a Classic Western style."
The Monarch advertising sign is made of neon lighting. It turns on every night; at 9:00 PM in the summer and at 6:00 PM in the winter.