1930 to 1950

Another historic arrival with the first "Guinness Is Good For You" sign. Guinness would exploit the space until the late 60s. Schweppes now feature stars and a neon fountain which rises to sprinkle all over Bovril which is rather bizarre. Above the Monico Restaurant, Perrier have been replaced by Sandeman's Port and to their right we see a huge neon sign for Army Club Cigarettes with Van Raalte still on the roof. Far left is a display for trips to the city of Deauville, France.

This rarely seen angle from around 1930 gives us a clearer view of the "OO" Old Orkney Whiskey sign above Bovril which has been lowered a little and seperated, in order to accomodate the fountain of Schweppes.

Not only is Guinness good for you, it also gives you strength!

A fascinating poster/postcard revealing how this early array of signs looked at night.

1932 and Guinness now feature a huge clock. Old Orkney Whiskey have gone.

This atmospheric night shot reveals a newcommer above Bovril: KB Radio.

Gordon's Gin have a new sign and have made way for Telemac: "Defy the rain, wear a Telemac"
We can also see the signs developing down Shaftsbury Avenue with Caven 'A' cigarettes.

An old postcard illustration

Superb footage of Piccadilly Circus in the 1930s (A.I. enhanced)

Looking towards Glasshouse Street.

A good view of the Army Club Cigarettes sign.

A view from Glasshouse Street, revealing a huge neon sign for the city of Cannes, France.

Schweppes now promote their Tonic Water and Black & White Whiskey replace Army Club Cigarettes.

A publicity photo with a rare colour shot of the signs in 1936 as a backdrop.
It reveals the rich colouring of the Bovril/Schweppes signs.

Haig Whiskey replaces Telemac.

Gordon's Gin have a new sign, which remained until the mid-70s.
The KB Radio sign above Bovril has gone

1935 and Wrigley's chewing gum arrive on Piccadilly Circus with a huge sign
on the Pavilion (incorporating a clock). A space that they would occupy until the 1970s.
Below Sandeman's Port, Morris have a huge sign on the facade of the Monico Restaurant,

The poster from Hitchcock's Sabotage (1936).

To the left is a sign for Bile Beans (who would soon move over to the London Pavilion).

This superb night shot shows that the Sandeman sign alternated between "PORT" and "SHERRY".

A great close-up of the Bovril/Schweppes signs
and Atlas Insurance appear the top space freed by KB Radio.

1939, just before World War II and Morris have a new sign and to the left,
Black & White Whiskey have gone,replaced by a sign for Illustrated magazine.
The Monico Restaurant has a new sign

A wider view from the same year.
Showing at The Pavilion is Captain Fury (1939)

On the right we can see that many signs also decorated Coventry Street (Esso for example).

On the Shaftsbury Avenue side of the Pavilion are Brylcream and Courier.
An Elephant Never Forgets (1939) is showing at the Pavillion.

War breaks out and the fountain is boarded up for protection from the blitz.
The 'Eros' statue was removed and placed in Victoria Embankment Gardens until the end of the war.
Below Brylcreem, Courier have gone.
A clear view here of the Windmill Theatre sign at the top of the Pavillion "First on your left".

Eros's temporary new home in Victoria Embankment Gardens
for the duration of the war

Note the sandbags on top of the 'Eros' fountain protection.
The film showing is Son Of The Navy (1940)

Morris give way to the RAF Benevolent Fund and a Bile Beans poster takes the place of Haig.
Gordon's sign is backed with white board because all the lights were left off during the war.

At the cinema is Went The Day Well (1944)

The blackout!

A nice clear shot of the London Pavillion showing newcomers Votrix Vermouth in the upper banner,
plus OK Sauce, Wilkinson Sword Razors (where Brylcreen used to be) and Greys cigarettes.
The Fifth Chair (1945) is showing at the Pavillion.

A clearer view of the Bile Beans sign

Here is a short piece of FILM of Piccadilly Circus in 1945:

> https://youtu.be/FFnSLzuBjCA

VE Day 1945 at Piccadilly Circus.

A brief appearance by a Bourjois Fine Perfumes and Toilet Soaps poter.

Morris return to Piccadily Circus by simply covering the previous RAF panels
and Greys Cigarettes take a huge space at the entry to Glasshouse Street (with still the other sign on the Pavilion).
The huge space beneath the old Van Raalte sign is now devoted to cinema posters.
Showing at the Odeon is Caesar And Cleopatra (1946)

The fountain is uncovered and 'Eros' is back.
All change on Shaftsbury Avenue as Jacobs Cream Crackers replace OK Sauce,
Swallow Raincoats replace Wilkinson Sword and Brylshave replace Grey's.
The Bile Beans sign has been modified also.
At the cinema is Dishonored Lady with Hedy Lamar (1947)

Morris cars abandon the circular sign on the Monico Restaurant,
replaced by an advertisement for the film Master of Bankdam (1947).
Next to it is a giant poster for another film featuring Dennis Price from that year: "Jassy".

Siegert replace Bile Beans.
The circular panal features a publicity for the film I Remember Mama (1948).

At the cinema this week is If You Knew Susie with Eddie Cantor (1948).

Windsmoor appear on a giant poster on the left.
Underneath the Van Raalte sign is a poster for Saraband For Dead Lovers (1948).

Windsmoor move onto the Monico restaurant with a new neon sign

1948 and the neon lights still haven't been turned on.
At the cinema is Don't Trust Your Husband (a.k.a. An Innocent Affair) with Fred MacMurray

1949 - the lights finally return to Piccadilly Circus.
The spot previously occupied by Black & White Whiskey is now simply
a publicity for the Odeon cinema on Leicester Square.
Wrigley's now proudly announce that their gum is made in Great Britain.