Photo: GAD (CC BY-SA 4.0)Almgren Silk Factory & Museum: Sweden’s Living Textile Heritage
Experience Sweden’s silk-weaving heritage at Almgren Silk Factory & Museum in Södermalm. See historic looms in action and explore rich…
The Stomatol sign is one of Stockholm’s earliest neon advertisements, first installed in 1909 and later electrified. Located at Slussen, it represents the city’s early adoption of modern advertising and urban lighting.
The Stomatol sign near Slussen is one of Stockholm’s most distinctive historic landmarks, blending early neon technology with the city’s evolving skyline. This early neon landmark offers a rare glimpse into the origins of modern advertising in Sweden while continuing to illuminate the city’s skyline.
Perched above Slussen, the sign is also part of the wider skyline—visible from several of the best viewpoints in Stockholm, including Fjällgatan and Monteliusvägen—connecting the historic streets of Gamla Stan with the elevated viewpoints of Södermalm.
First illuminated in 1909, the neon sign stands on the side of a building near Slussen. Recognized as the first animated neon sign in Stockholm, it marked a major breakthrough in advertising technology at the time. This timeless symbol continues to come to life as the city comes to a close, drawing in both residents and visitors with its nostalgic allure.
The sign was initially made to advertise Stomatol toothpaste, and its continued existence in Stockholm is evidence of both its cultural significance and the enduring power of good advertising. The sign’s endearing animation of a toothpaste tube squeezing onto a brush is a straightforward but captivating display. It has grown to be a beloved feature of Stockholm’s skyline.
The sign has been on the nearby building at Klevgränd 1B since 1933. Mauritz Larsson, an inventor and artist, created the design, which includes 1,361 25W red, yellow, and white light bulbs.
Best experienced after sunset, the sign becomes part of Stockholm’s illuminated skyline, where historic landmarks and modern city life intersect.
There is more to visiting the Stomatol sign for visitors to Slussen than just taking pictures. It is an opportunity to enter a historical site that links the city’s past and present. The sign is a wonderful place to stop during your sightseeing excursions because it is close to the busy Slussen transportation hub, easily accessible, and surrounded by Stockholm’s vibrant life.
The trendy Södermalm district, with its eclectic mix of shops, cafes, and galleries, and the charming Gamla Stan, with its winding cobblestone streets, are nearby attractions. With its constant glow, the Stomatol sign connects these disparate parts of the city both literally and figuratively.
The Stomatol Sign at Slussen
Stomatolskylten vid Slussen
