‘Saving’ OXO Tower (1926)
The building was converted into a cold store and the front rebuilt in an Art Deco style by architect Albert Moore. In the new design Liebig wanted to include a tower featuring illuminated signs advertising the name of its OXO product. However, skyline advertising was banned on the south bank at that time so Liebig’s application was rejected. Then a light-bulb moment occurred for Liebig’s cunning advertisers: with some imaginative thinking the Tower was built in four sets of three vertically-aligned windows, each of which ‘coincidently’ happened to be in the shape of a circle, a cross, and another circle below.