Coca-Cola has been present on the site since 1955. The new sign, installed in 2003, reacts to light and rain.

The statue which stands in front of the lights and is commonly referred to as ‘Eros’ is, in fact, a representation of the Angel of Christian Charity.

The new Samsung sign emits a staggering 5,000 nits of brightness.

Over 50 brands have appeared on the signs over the last 100 years.

The lights were turned off to mourn the deaths of Churchill and Lady Diana and most recently as part of 'the big switch off'.

The lights have been visible since Edwardian times. The Perrier sign, for instance, was first illuminated in 1908.