From For the Hearts
Scan of an article I wrote, with instructions on how to turn off neon-signs. From Black Box Magazine, first issue, 'The Answering Machine' section, pp. 34–35. 2003.
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[edit] How To Turn Off Corporate Copenhagen
Imagine the power in defacing, humiliating and annoying your random corporate entity just by flicking a switch. The power to castrate brands metaphorically. Watch Coca-Cola, H&M, Mercedes, Gap, 7-Eleven and Budweiser turn eunuch in a split second.
Neon lights – an invention of the early last century and instantly adopted by companies and corporations. colourful and bright, these high-voltage devices were embraced by companies who had something to say and could afford to have it bent in neon.
The first commercial neon sign was made by its French inventor Georges Claude to a car dealership in Los Angeles, and simply read 'Packard' in bright red lettering. In 1923, this set back the buyer Earle C. Anthony $24,000. That amount would today hold the same purchase power as roughly $250,000.
In Denmark, local companies fought international brands for the best spots to place their neon signs, way before a company was a brand and a slogan a strapline. Aeroflot, Agfa, cigarettes, consumer electronics, cars and gasoline all lit up the night as if it was on fire. That was a key element in what 'Wonderful Copenhagen' was known for in its sixties heyday. The postcards, tourist brochures and films of that era were sure to boast them. The neon lights were the very visual materialisation of the post WWII optimism. Come the Seventies, war in the Middle East, oil crisis and unemployment, the party was over. people were prohibited from driving their motor vehicles on Sundays, gasoline was rationed, and every second street lamp was disconnected. Despite protests from businesses, illuminated advertising was curtailed for the time being. Luckily, the crisis was over in a month, but it dragged behind it a trail of resource awareness, still evident today.
[edit] The How-To Guide
A neon sign can be lethal, if you get in contact with its high-voltage circuitry. Buildings can catch fire. Fire-fighters do not particularly want to die. That is why there is always a switch box somewhere between the first and second floor below the neon signage, where they can turn it off.
It is grey, approximately 8" tall by 5" wide and 5" deep, and sports one vertical-going lever with an eye at one end. often, there will even be a sign on the wall reading 'Neon 10m' with an arrow pointing you to the exact location of the box. once you have spotted one, you start noticing them everywhere. It is quite easy to find and familiarise yourself with the location of these switch boxes during the day. It is also very easy to construct a telescopic pole with a hook in its end from a squeegee or broomstick. There is rarely anyone assigned to look after the signs, so signs can stay turned off for days, before someone makes an effort to assess the situation, find out what is wrong and switch it back on. Great fun for everybody!
[edit] How To Turn Off Corporate Copenhagen Step By Step
- Arm yourself with a long stick, with a hook attached. Find a loacation.
- Locate the neon switch box. Look for a small lever
- Pull the lever
- Watch all neon turn off
Image caption: Industriens hus at Copenhagen Town Hall Square. Before and after.
