A new permanent NORTHBRIDGE Sign across William Street has been installed and switched on by City of Perth Lord Mayor Basil Zempilas.
The NORTHBRIDGE Sign was proposed by Happy Heart - the company behind The Rechabite on William Street - to improve the Northbridge neighbourhood and enhance the precinct.
Inspired by the internationally recognised VENICE sign that spans across the entry to Venice Beach, California, the NORTHBRIDGE Sign is planned to provide an immediate defining symbol of the precinct and its unique identity.
"The proposed NORTHBRIDGE Sign is a simple initiative to provide an immediate impact to the William Street precinct, assisting local businesses and making it a more vibrant, attractive and enticing place to visit and spend time in," Lord Mayor Basil Zempilas said.
"I love the idea, the positive message it sends and the iconic photo opportunity it presents for people walking along William Street.
"We're very happy to support this initiative and cannot wait to see it popping up on social media."
Readable from towers on St Georges Terrace and by pedestrians entering Northbridge from Yagan Square, the sign is constructed from individual 3D suspended letters with LED lighting embedded inside each letter.
The City of Perth supported the project with a Precinct Development Grant to Happy Heart.
Rechabite Director Marcus Canning said he was inspired by watching people take selfies underneath the VENICE sign in Venice Beach in 2015.
"Back home and years later, when I saw the two existing poles either side of William Street that were previously used for advertising banners, I realised there was a perfect opportunity to create a similar concept for Northbridge," he said.
"I'm tickled pink that our sign is going to be a lot more colourful, dynamic and bling than the Venice Beach one. We've got different moving light and colour settings that will change depending on time of year including some disco settings for when the street's clear of cars and full of people. I think people are really going to enjoy it."
The aim of the sign will be to provide a 'surprise and delight' event for the neighbourhood and promote confidence in a bright future for Northbridge and its businesses.
"We love the idea of the sign and the positive message it sends. The timing couldn't be any better to get people excited about returning back to the heart of culture," Chico Gelato's Chez De Bartolo said.
"I think this is a great idea, go hard. Seems like there is a great new way of thinking at City of Perth which is encouraging," Universal Bar's Trevor Candido said.
