Coca-Cola billboard c.1976
The Coca Cola sign is located above the intersection of William Street and Darlinghurst Road and is attached to the Millennium, formerly the Kingsgate Hotel. The sign is often referred to as The Gate Way to the Cross, mainly due to its common perception as a highly visible landmark in Kings Cross and also because it is located above the cross intersection from which the suburb got part of its name. The billboard is made up of two parts on the right the famous red and white neon sign and on the left the more modern, flex-faced sign. In total the sign is 41 metres in length and 13 metres in height, with the right sign being slightly larger at 21 metres in length.
The red and white neon sign is made up of eighty-eight vertical bars of red tubing, the sign also has 800 fluorescent lamps that are concealed behind reflectors that allow the billboard to project thirteen different patterns. The left part of the billboard is a flex-face style sign and is internally illuminated by approximately 1,000 fluorescent lamps.
On 18 April 2008 CCA purchased the iconic Coca-Cola sign in Kings Cross, Sydney. The Coca-Cola Company (TCCC) has leased the sign since it was built in 1976. CCA and TCCC will maintain the current leasing arrangements.