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Lighting up the night sky

PERTH, once dubbed the city of lights by American astronaut John Glenn, may soon live up to its name with illuminated signs designed by WA company Lumacom set to start a new trend in company branding and advertising.

The first sign adorns the recently renamed BGC Centre, formerly the Griffin Centre. And more than just putting the company name in lights, an animation feature allows it to be used for advertising purposes.

The building has two fixed signs on opposite sides and a third that can be used to project any message, image or graphic chosen by an advertiser.

According to BGC Centre property manager Anne Tindale, a number of the building’s tenants were already using the sign as an advertising tool and several other companies had express-ed interest.

“We also use the sign to advertise for charities. We used it for the Cancer Foundation’s Daffodil Day and for the Speech and Hearing Centre’s Loud Shirt Day,” Ms Tindale said.

“It is really a new and innovative move … we have had a lot of good feedback about it.”

The sign marks the change in name and ownership of the building, situated on The Esplanade. BGC took 100 per cent ownership after acqui-ring a further 50 per cent share in the building, formerly owned by Ric Stowe of Tenby Pty Ltd.

Lumagraph inventor Oscar Sala said the BGC Centre sign had attracted a fair degree of attention and a second sign for a Murray Street mall site was now in production.

Mr Sala said the technology behind the signs meant they were much less expensive to buy and run than traditional illuminated signs.

“Conventional technology in this field uses 10 times the lights … but we can reproduce the same degree of picture resolution and definition using less, making our signs much cheaper,” he said.

Mr Sala said while the eastern states and Asia had picked up on the trend, the Perth market was a little slower to follow.

Last week Lumacom finalised a cooperative agree-ment with Melbourne outdoor advertising billboard comp-any Claude Neon to pro-

vide lumagraphs for several sites.

“I believe that there need to be more lights in Perth, it would make the place more exciting,” Mr Sala said.

Perth Lord Mayor Dr Peter Nattrass shared this view and welcomed more illuminated roof-top signs, such as those seen on the BGC Centre.

“We would really like to see more vibrancy in the city, and signs, both neon and others, can add to that,” he said.

The Perth City Council’s current signage policy is now under review and Dr Nattrass expected a new policy, which encouraged innovation and creativity, to be put to the council within weeks.

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