Details
Description
Monumental Double-Sided Coca-Cola “Drugs & Soda” Trade Sign, c. 1960s, West Palm Beach Provenance
A rare and evocative survivor of …
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Monumental Double-Sided Coca-Cola “Drugs & Soda” Trade Sign, c. 1960s, West Palm Beach Provenance
A rare and evocative survivor of mid-century American roadside culture, this monumental double-sided Coca-Cola trade sign, circa 1960s, boldly advertises “Drugs & Soda”—a now largely vanished pairing that once defined neighborhood pharmacies across the United States.
Salvaged from a pharmacy on Clematis Street in West Palm Beach, Florida, this sign carries authentic local provenance tied to one of South Florida’s most historic commercial corridors. Its impressive scale and original hanging brackets reflect its intended use as a street-facing blade sign, designed to project outward and capture attention from passing foot and vehicle traffic.
The upper panel features the iconic Coca-Cola script in classic red and white, while the lower panel presents bold black block lettering reading “Drugs & Soda” against a cream ground. Constructed as a double-sided metal trade sign (non-illuminated), it retains its original casing, suspension hardware, and industrial mounting elements.
The surface shows honest, untouched age throughout—oxidation, scuffs, scratches, and weathered toning—particularly to the lower panel, which has developed a richly atmospheric patina from decades of outdoor exposure. This authentic wear enhances its visual depth and reinforces its originality.
Beyond its graphic appeal, the sign represents a significant chapter in American social history, when local drugstores doubled as soda fountains and community gathering spaces. Surviving examples of this form—especially with West Palm Beach provenance—are scarce.
Dimensions:
Overall height (including brackets): 55.5 in.
Sign: 45 in. H x 46 in. W x 8 in. D
Condition:
Original, unrestored condition with expected weathering from outdoor use. Surface wear, oxidation, scratches, and paint loss consistent with age and exposure. Structurally sound; retains original brackets and hanging hardware.
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- Dimensions
- 46ʺW × 8ʺD × 55.5ʺH
- Styles
- Mid-Century Modern
- Period
- Mid 20th Century
- Country of Origin
- United States
- Item Type
- Vintage, Antique or Pre-owned
- Materials
- Metal
- Polychrome
- Condition
- Good Condition, Original Condition Unaltered, Some Imperfections
- Color
- Red
- Condition Notes
- Good Wear consistent with age and use. Original, unrestored condition with expected weathering from outdoor use. Surface wear, oxidation, scratches, … moreGood Wear consistent with age and use. Original, unrestored condition with expected weathering from outdoor use. Surface wear, oxidation, scratches, and paint loss consistent with age and exposure. Structurally sound; retains original brackets and hanging hardware less
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