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Almstriden: The 1971 defense of Kungsträdgården’s elms
In 1971, Stockholmers rallied in Kungsträdgården to save its elm trees—sparking Almstriden, a landmark protest in Sweden’s environmental history.
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The Stomatol sign at Slussen in Stockholm, illuminated in the evening. Photo: Olaf Meister (CC BY-SA 4.0)
Summary
Discover the vibrant history of Stockholm's first neon landmark, the Stomatol Sign. Learn about its intriguing inception, its surprising survival through turbulent times, and its current iconic status. Dive into a tale of a city's evolution reflected through one luminous sign.
Stockholm’s iconic Stomatol sign
Make sure to include the famous Stomatol sign at Slussen on your itinerary when you visit Stockholm, a city renowned for its rich history and contemporary charm. This colorful piece of advertising history provides an intriguing look into the early days of neon signage in Sweden in addition to lighting up the city’s skyline.
The Stomatol sign: A historical neon beacon
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 glow’s backstory
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.
A must-see
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.
Discover the cultural blend of Stockholm
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—Stockholm’s First Neon Glow
Perched above Slussen since the early 1900s, the Stomatol sign is a gleaming piece of Stockholm’s advertising history. Originally promoting a popular toothpaste brand, it was Sweden’s very first animated neon sign—and quickly became a landmark. With its blinking lights mimicking a sparkling smile, it brought modern flair to the city skyline long before digital billboards arrived. The sign remains an enduring symbol of vintage charm and urban nostalgia.
Visit Info
The Stomatol Sign at Slussen
Stomatolskylten vid Slussen
Address
Katarinavägen 15
Södermalm, Stockholm
Getting there
Slussen (Red and Green Lines)
Several buses stop at Slussen terminal
Visible from Slussen and Mosebacke; accessible by foot.
Easily accessible by bicycle, racks nearby.
Limited street parking available nearby on Katarinavägen.
Other Info
One of Stockholm’s oldest neon signs, advertising Stomatol toothpaste since the 1920s.
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