The iconic Kings Cross Coca‑Cola Sign
The Gateway to the Cross
In 1974, the face of Kings Cross changed for Sydneysiders. The Sydney Opera House just a year old, the Kings Cross tunnel nearing completion, and the arrival of the bold Coca‑Cola sign signalled a new era of excitement for the area and the city.
The Coca‑Cola sign created an unmistakable landmark, one that defined the area and quickly became known as ‘The Gateway to the Cross’. For Sydney locals it grew into an iconic meeting place - “We’ll meet you under the Coke sign!”
Each night the city skyline was illuminated by the 1,200 red and white neon tubes coming from the billboard. Not only did the ‘Coke sign’ witness rain, hail and shine every day of the year, it lit up key annual events such as the Mardi Gras parade or City to Surf fun run.
Taking pride of place above the intersection of Darlinghurst Road and William Street in Sydney’s Kings Cross, the red and white sign has featured in happy snaps, news recordings, movies and music videos.
A modern twist
In 2015, after more than 40 years of service, it was time to begin restoration work so the iconic billboard could continue to illuminate Sydney's nightlife well into the future. Still unmistakably a Coke sign, but with some modern twists.
Coca‑Cola turned to signage company Claude Neon who fabricated, repaired and tended to the sign since it was first built.
The iconic letters and red fluting were removed from the façade and the neon was replaced by more than two kilometres of rope LED lighting. The background was rebuilt and new controls, barely larger than a mobile phone, replaced the previous switching system the size of a van.
The refurbishment supported Coca‑Cola’s strong commitment to sustainability with the new LEDs using 60% less power; saving energy, money and the environment. The lights are more sophisticated too with new LEDs able to reproduce any colour imaginable. This unlimited palate can create a rainbow of new and exciting experiences to inspire the city.
Supporting the local community
Coca‑Cola used this moment, to give back to the local community while keeping the old sign alive. Each letter of the classic Coca‑Cola script sign was auctioned off to the public, raising $100,700 for local charity Wayside Chapel.
In 2017, continuing to spotlight on the local area, Coca‑Cola first hosted Kings Cross as an official precinct for Vivid Sydney, the world’s largest festival of light, music and ideas. The billboard came alive showcasing portraits of the characters connected to the Kings Cross community shot by renowned portrait photographer, Katherine Williams. Showcasing the capabilities of the new sign and the new LEDS, the billboard - for the first time in its history - also featured a captivating light show with colours and special effects, created especially for the festival.
Iconic Australian moments
In 2017, as Australia made history with the marriage equality postal vote, Coca‑Cola proudly stood behind the movement, releasing limited-edition 'Love' cans and lighting up its iconic Kings Cross sign with the message 'Say Yes to Love.'
Fast forward to 2023, and Coca‑Cola once again embraced the spirit of inclusion as a supporting partner for Sydney’s first-ever WorldPride, transforming the sign into a vibrant rainbow.
As an official sponsor of the FIFA Women's World Cup since its inception in 1991, Coca‑Cola has shown a profound commitment to women's sports. In 2023, for the first time ever, Australia and New Zealand hosted the Women's World Cup. The entire country caught soccer fever supporting the Australian women’s national football team with record-breaking attendance and unprecedented viewership. The Coca‑Cola sign turned green and gold to support the Matildas reaching their historic semi-final match and to celebrate their massive achievements throughout the exhilarating tournament.
For 50 years, the Coca‑Cola Kings Cross sign has not only illuminated the skyline and become an iconic landmark, it has also mirrored Australia’s evolving culture - celebrating love, unity, and progress.