The Twentieth Century Society

Campaigning for outstanding buildings

Hounslow Council give go ahead to removal of much loved landmark. The ‘Lucozade Sign’ to be taken down.

Yesterday evening Hounslow Council’s Sustainable Development Committee approved the demolition and redevelopment of the former ‘Lucozade Annex’ site on the Great West Road, Brentford, sanctioning the taking down of ‘The Lucozade Sign’ displayed on the present building. In the face of the vigorous opposition of local residents and amenity groups, and despite a plea by the Twentieth Century Society made at the meeting, the Committee refused to take effective action to try and ensure the re-installation and continuing display of this much loved West London landmark as part of the redevelopment package. Instead the Committee rubber-stamped approval for the construction of a new regional headquarters building for Audi UK. The Hounslow Planning Officer advised that “it may be possible to arrange for the sign to be taken down and stored in the hope that future display at another location may be possible”, but not even this minimal measure was assured.

Cordula Zeidler, caseworker and spokesperson for the Twentieth Century Society commented:
As a direct consequence of Hounslow Council’s decision we are threatened with the probable permanent loss of a cherished West London landmark which is also an important and rare surviving example of a notable and finely designed neon sign dating from the early nineteen fifties. The ‘Lucozade sign’ merits protection as a public work of art as well as an important townscape feature. It is recognised with affection by literally thousands of motorists who pass it each day on their way down the M4/A4 into London . It is not acceptable for Hounslow to express regret at the taking down of the sign when they should have required its re-erection as part of the redevelopment package.”

Notes to Editors:


Cordula Zeidler
Twentieth Century Society
70 Cowcross Street
London EC1M 6EJ

020 7250 3857 – Phone
020 7251 8985 – Fax