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| Version 4 | Version 5 |
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| Madrid's neon knight upstaged by new Apple store | Madrid's neon knight upstaged by new Apple store |
| (8 days later) | |
| One of Spain's most iconic images, the huge Tío Pepe neon sign that glows above Madrid's central Puerta del Sol square, has been shoved aside as a more recent force in global brand names – Apple – moves into the building on which it has stood since 1936. | One of Spain's most iconic images, the huge Tío Pepe neon sign that glows above Madrid's central Puerta del Sol square, has been shoved aside as a more recent force in global brand names – Apple – moves into the building on which it has stood since 1936. |
| The red and white neon figure of Tío Pepe, a guitar-toting sherry bottle dressed in an Andalucian-style short jacket and sombrero, has blinked at visitors to Madrid for three-quarters of a century. It has survived civil war and dictatorship, and has loomed above some of the great demonstrations during Spain's return to democracy. | The red and white neon figure of Tío Pepe, a guitar-toting sherry bottle dressed in an Andalucian-style short jacket and sombrero, has blinked at visitors to Madrid for three-quarters of a century. It has survived civil war and dictatorship, and has loomed above some of the great demonstrations during Spain's return to democracy. |
| But the building is being renovated. Apple Retail is asking for planning permission to change its use from a hotel to shops and offices. | But the building is being renovated. Apple Retail is asking for planning permission to change its use from a hotel to shops and offices. |
| Madrid's city hall has confirmed that the building will house Apple's main store in the city, though the company remains coy about its plans. | Madrid's city hall has confirmed that the building will house Apple's main store in the city, though the company remains coy about its plans. |
| "This is a building with special connotations for people from Madrid, who have long called it the Tío Pepe building because of the sign that crowns it," a city hall spokesman said when it approved the renovation licence. | "This is a building with special connotations for people from Madrid, who have long called it the Tío Pepe building because of the sign that crowns it," a city hall spokesman said when it approved the renovation licence. |
| The sign, however, is not in the plans of the building's new owners, who are part of a Mexican property group. González Byass, the sherry firm that owns the Tío Pepe brand, has warned that it is being blocked from returning the landmark to its usual place. | The sign, however, is not in the plans of the building's new owners, who are part of a Mexican property group. González Byass, the sherry firm that owns the Tío Pepe brand, has warned that it is being blocked from returning the landmark to its usual place. |
| "The owners are not interested in the neon sign going back there," a González Byass spokeswoman told El País newspaper. | "The owners are not interested in the neon sign going back there," a González Byass spokeswoman told El País newspaper. |
| The structure was taken down when renovation work started last year, partly because of fears that the 70-tonne weight of its iron supports would put too much stress on the building while it was being gutted. It is being stored in a warehouse near Madrid, and was due to be cleaned before being put back into place. | The structure was taken down when renovation work started last year, partly because of fears that the 70-tonne weight of its iron supports would put too much stress on the building while it was being gutted. It is being stored in a warehouse near Madrid, and was due to be cleaned before being put back into place. |
| Among other things, it was hoped that the owners would restore the sign to full working order, as its promise to contain "bottled sun from Andalucia" has often been spoilt by the lights going out on several letters. | Among other things, it was hoped that the owners would restore the sign to full working order, as its promise to contain "bottled sun from Andalucia" has often been spoilt by the lights going out on several letters. |
| "The Tío Pepe sign is to Madrid what the Eiffel Tower is to Paris," former mayor Alberto Ruiz-Gallardón said when the sign was saved from a neon cull in Madrid three years ago. "Both of these icons were not originally thought of as permanent fixtures, but they have since become part of the urban landscape in their respective capital cities." | "The Tío Pepe sign is to Madrid what the Eiffel Tower is to Paris," former mayor Alberto Ruiz-Gallardón said when the sign was saved from a neon cull in Madrid three years ago. "Both of these icons were not originally thought of as permanent fixtures, but they have since become part of the urban landscape in their respective capital cities." |
| Tío Pepe road signs are, along with Osborne brandy's black bulls, the only motorway commercial hoardings that have survived a ban on roadside advertising. | Tío Pepe road signs are, along with Osborne brandy's black bulls, the only motorway commercial hoardings that have survived a ban on roadside advertising. |
| Osborne recently announced plans to export its black bull signs to roadsides in other countries – and has built a successful merchandising business around the symbol. | Osborne recently announced plans to export its black bull signs to roadsides in other countries – and has built a successful merchandising business around the symbol. |
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