Architectural Design as Advertising

In the post-World War II era, new banks, stores, restaurants and shopping centers vied to be modern and customer-friendly. On Route 1 in Portsmouth, the iconic neon sign at Yoken’s Restaurant – installed in 1949 at a cost of $20,000 – is typical of the advertising used to beckon customers in the automobile age. Although the restaurant was razed in 2005, efforts are now underway to rehabilitate the sign.