MAXIMUM EXPOSURE: One of Sydney’s most iconic landmarks is set for a major overhaul.
The Coca-Cola sign, which has helped define Kings Cross for almost 50 years, is being replaced by a billboard for the hit real estate reality TV show Luxe Listings Sydney.
Some local heritage experts say removing the Coca-Cola sign is a mistake, however the new sign is set to be unveiled next week.
“We think it’s time for a change,” says a council spokesperson.
“Given Sydney’s obsession with real estate, we believe a Luxe Listings billboard better reflects community interests and values.”
An artist’s impression of the new sign (above) features show stars and real estate gurus Monika Tu, Gavin Rubinstein, D’Leanne Lewis and Simon Cohen.
“To be honest, I never imagined that my face would end up on such a prominent billboard,” says Gavin Rubinstein. “But I think it’s definitely a step in the right direction.”
The show, now in its second season, delves deep into Sydney’s hyper-competitive real-estate market. A third season is scheduled to air in October.
And, given the international success of the show, producers of Luxe Listings Sydney say they’re now in negotiations to erect a similar billboard in New York’s Times Square.
More to come.