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The building housed the Paris hotel and part of the roof overlooking the Puerta del Sol contained the announcement of Tio Pepe, whose image is part of the history of twentieth-century Madrid. This historic value led the council to pardon the Tio Pepe , who is the only neon is at kilometer 0 of the capital. It is one of the few ads, along with two of Schweppes, which was saved from municipal regulations on outdoor advertising, which has meant the dismantling of hundreds of signs on buildings, tarpaulins, billboards and posts of the capital. Since February 2009, prohibits this type of neon signs on the roofs and facades of the capital.
The idea was born in 1935 when, for to celebrate its centenary, González Byass winery Madrid City Council proposed to place a neon atop the Paris hotel. The Consistory agreed and, with a license for which it paid 796 pesetas, winemakers put an ad there weight of 70 tons and 30,000 watts of electrical power. Since 1937 poster, designed by Luis Perez Solero tribute to uncle company founder, crowned the bullring.