The first illuminated sign above shop-fascia level was probably erected
at Mellin's Pharmacy at No. 48 Regent Street on the north-east side of the
Circus, where a photograph of 1904 shows illuminated lettering announcing
'Mellin's Food' and about three feet in height in front of the second floor
windows.
'The rebuilding of Piccadilly Circus and the Regent Street Quadrant', Survey of London: volumes 31 and 32: St James Westminster, Part 2
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