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TitleJardine Matheson & Company, Proposed neon sign for Deluxe Restaurant (Laoshan beer) in 1938
DateTuesday 5 July 1938
Estimated date1938
Estimated period1938-1943
LocationShanghai IS
Image information
Image typeDrawing

Advertising Hoardings - Miscellaneous - 5-2 - De Luxe Restaurant (Jardine, Matheson & Company, Limited). 1938. Source: SMA (SMC), U1-14-3775 (0396-0400).

Letter from Jardine, Matheson & Company, Limited to Public Works Department - submitting a sketch of a proposed sign to be placed on the East side wall of the new Deluxe Restaurant . Shanghai, July 5, 1938. Source: SMA (SMC), U1-14-3775 (0397).

As we intend to contract for space on the East side wall of the new De Luxe Restaurant, Bubbling Weel Road near Chengtu Road for Advertising purposes, we beg to submit herewith a sketch of the proposed sign. The sign would be in character similar to the one White Horse Whisky, which we exhibit on the East side of the building Bubbling Well/Mohawk Road. Please inform us if there would be any difficulties in obtaining a permit and oblige.  

Commissionner of Public Works Department to Jardine Matheson & Company, Limited - "Proposed Advertising Hoarding Bubbling Well Road - Cad 1265 Western District" - requesting that detailed plans together with an application for a permit be submitted. Shanghai, July 6, 1938. Source: SMA (SMC), U1-14-3775 (0400).

With reference to your letter dated the 5th instant, I have to inform you that there is no objection to an advertising hoarding being erected on the above mentioned site, providing that detailed plans together with an application for a permit be submitted to this Department. I enclose herewith a copy of the Special Regulations with respect to Advertisement Structures and Boards.

Keyword(s) [en]sign, restaurant, deluxe, neon, light, wall, health, bottle, water, beer, trademark, arrow
District NameInternational Settlement - Western - Bubbling Well
SectorL 2, L 4
Type of mediumSign/Signboard
MaterialsElectricity, glass
Street 1Bubbling Well
Street 2Chengtu
BuildingDeluxe restaurant
Estimated seasonSummer
Estimated momentnight
Textual element

Alca Laoshan Beer (A4 : Brand/product name)

Served in the De Luxe Restaurant (A5, A6)

Health in Every Bottle (A2 : Slogan)

Visual element

Image of the bottle, arrow pointing to the restaurant (B1, B4)

Trademark (on the bottle) (B2)




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