THE NAKED CITY – COKED OUT IN KINGS CROSS!

What is it about the old and new Kings Cross Coca Cola signs that has raised such passion and anger recently? Writing in City Hub a few weeks ago Andrew Woodhouse, from the Potts Point and Kings Cross Heritage and Residents Society, lambasted the idea that the old sign had any heritage value and branded the auctioneering of it as a cynical PR exercise (‘Good riddance to Coke sign‘ 15.9.16).

Here at the Naked City we have yet to formulate an opinion on the pros and cons of the new ultra bright LED sign, other than to point out it does at least alleviate some of the gloom imposed by the closure of the old Crest Hotel and the somewhat sinister skeleton of the (under construction) Omnia Building. Whether the high-tech wizardry of the new ever-changing sign does anything to alleviate the current malaise in the Cross remains to be seen.

In a bygone era, when car loads of semi-inebriated punters joined a late night procession up William Street to wallow in the sins of the Cross, the Coke sign stood like a kind of navigational beacon – welcoming all and sundry to a nocturnal world of late night music, sexual titillation and endless booze. In anthropomorphic terms it was like a huge winking eye, seductive and sexualised as it lured testosterone charged youth on their weekly rite of passage.

It was a landmark then and in its new manifestation, either a landmark or an eyesore now – depending of course on your point of view. Without a doubt it’s the most strategically placed piece of signage in the entire city of Sydney. During the week we took the opportunity to conduct a ‘straw’ poll amongst residents and visitors in the Cross as to their reactions to the sign and it’s fair to say opinions were mixed.

One diehard Pepsi drinker described the new sign as “bollocks”, whilst a self confessed sugar addict blamed the sign for her 12 can a day addiction. Others suggested that it be turned off at midnight to allow nearby residents a good night’s sleep, free of the intrusion of animated ambient light. We even discovered the existence of a curious group calling themselves “Friends Of The Coke Sign” who meet regularly on the balcony of the nearby Kings Cross Hotel to quote “bask in the electronic good vibes and radiant energy of the almighty sign” (we suspect hallucinogens might have been involved).

Coca-Cola have indicated that the new LED sign is far more energy efficient than the old neon, however the power bill for keeping the sucker on 24/7 must still be astronomical, let alone the rental paid to the building’s owners for such a prominent position. As Coke battles to maintain its market share and promote its feelgood image, perhaps the sign could be programmed for uses other than the endless promotion of Coke itself.

Once a week the sign could be used for a free outdoor screening of a classic or long neglected Australian feature movie, maybe even the 1985 production of Frank Moorhouse’s The Coca Cola Kid. Locals and tourists could set up deckchairs and cushions in the surrounding areas and enjoy a free al fresco cinema. As a concession to Coke, they could flash subliminal messages for their product during the movie, with the promise of a stampede to the soft drink section of Coles Supermarket immediately after the screening.

The sign could also become a valuable noticeboard for community announcements, regularly punctuating the red and white onslaught. Coke could still have their say with witty endorsements like “Ice Cold Coca Cola” but “Ice Dealers Keep Out”.  Finally, and whilst we are by no means suggesting it, the new computerised Coke sign (like anything these days) is no doubt vulnerable to hackers. Cast your mind back to that brief moment in the late 90s when ‘explicit adult movies’ were projected on the outdoor screen atop the Metro building in George Street and the possibilities are endless!