1890 to 1930

In the late 19th century, the only traffic was horse-drawn carts and pedestrians.

The only signs to be seen here are on the curved facade of the Hotel Piccadilly and
the corner of the London Pavilion for the Piccadilly Restaurant.
Note that the Shaftsbury Memorial Fountain had a wall surround initially.

The Shaftsbury Memorial Fountain was erected in 1892–1893

to commemorate the works of the famous Victorian politician and

philanthropist Lord Shaftesbury.

The statue by Alfred Gilbert is generally referred to as Eros
but it in fact represents his twin brother Anteros.

To the left of the Hotel, we see Amery & Loader, the Monico Restaurant,
Mellin's Food (said to have been the very first large publicity sign at the circus),
a cigar merchant, Van Raalte underwear and Frazer's Oyster Rooms.
All of these simply announced the location of the establishment
at the junction and none were illuminated.

The wall around the fountain is taken away.

Here we see that the Hotel Piccadilly sign of the curved facade has gone

Flower sellers at the fountain.

A clear view of the Piccadilly Restaurant sign on the side of the London Pavilion.

Here we see that Van Raalte's sign has moved up to roof level(where it would remain until the late 1940s)

and Mellin's have a new strong sign (with light bulbs). On the left, we see the Piccadilly Hat Company.

Bovril buy space on horse drawn buses, shortly before the installation
of their massive sign on the curved facade of the old Hotel Piccadilly

The reign of horse drawn vehicles would soon come to an end.

The arrival of motor vehicles in the shape of an early London bus!
To the left of the Amery & Loader band is a huge Monico Restaurant sign
which must have illuminated at night.

A superb close-up view of the junction with Glasshouse Street. Mellin's have added a clock to their facade.
The bus appears to be over heating.

Demolition work is under way on the Piccadilly Hat Co. building

The Piccadilly Hat Co. building is replaced by a new tall building for the London County and Westminster Bank
Perrier appear on the roof of the Monico Restaurant.

Here we see Spaten Beer signs sign on the corner of The London Pavillion

The Spaten Beer signs signs have gone as motor vehicles begin to dominate.

A last look at the main facades of Piccadilly Circus without publicity signs

Historic arrivals in the form of Bovril and Schweppes (advertising their Proset brand).
The two companies would occupy the site right up until the 1950s and 60s respectively.

A clearer view of the Perrier sign.

1911 and Schweppes now promote their Lime Juice.
On the pointed dormer window above Bovril is a sign for OO Whiskey (Old Orkney).
The Monico Restaurant has a new sign.

At the London Pavilion is a show by Marie Lloyd (1912)

Towards the end of the 1910s and Schweppes now advertise their brand of Ginger Wine...

...which is soon changed to Ginger Ale!
The Amery & Loader building now have "Smoke Murratis Ariston" on their facade.

At the London Pavilion is the musical Afgar or The Andalusian Leisure (1919).

1923 and Gordon's Gin arrive on the corner of the London Pavilion,

a space that they would occupy until the 1970s.

An atmospheric night photograph by Alvin Langdon Coburn.

Piccadilly Circus finally has that "night life" buzz about it.
The Pavilion is showing the film: The covered Wagon (1923).

A superb poster illustration by Fred Taylor.

From left to right: Evening News, Venus Pencils (under Van Raalte),
New Pin Soap, Pinnace Cigarettes, Sandeman's Port (replacing Perrier)
and Bermaline Bread (replacing Amery & Loader) and beneath it Nestlé ("Give It's Nestlé's").
Showing at the Pavilion is Wanderer In The Wasteland (1924)