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Last Updated: Saturday, 4 March 2006, 15:28 GMT
Giant sign shows off the new Fort
Fort Dunlop sign
M6 drivers can see a UK version of a famous sign
California has its Hollywood signs in the hills and now Birmingham has its own letters in the sky.

Drivers on the one of the busiest M6 stretches can now see a new sign made up of 2.5m-high (8ft) letters.

The ten huge letters spelling out the name of the Fort Dunlop building are lit up at night and will be seen by drivers heading to or through the city.

The former tyre factory is currently undergoing a multi-million pound redevelopment.

The building will reopen in stages as mix of homes, office and business use within weeks.

The letters can change colours and together span a 45m (130ft) stretch over the top of the building near junction 5 of the M6.

Guy Jackson, West Midlands Director of Urban Splash who are working on the building, said: "The lights switch-on is a great indication that very soon, Fort Dunlop will be open for business."

Hollywood sign
Looks familiar? Birmingham now has its own version of these letters

Warwick-based company Ace Signs Group has supplied the letters.

Simon Stokes, business development manager, said: "They also have the capacity to be illuminated with colour, drawing from a palette of millions of different shades.

"This will be used to support brand or tenant launches, as well as to potentially mark national days such as St George's Day, with of course, red and white!

"Quite aside from the spectacular lighting effects this creates, a big saving in energy consumption is also delivered, using only about 30% of the energy used by conventional illumination."

Erdington MP Sion Simon said: "The new Fort Dunlop will provide tenants and visitors with a complete business park at the gateway to Birmingham.

"As MP for the ward, I am incredibly pleased that breathing new life into Fort Dunlop will not only bring a new buzz to the area, but also result in the creation of 2,500 jobs."

Crews battle Dunlop factory fire
08 May 04 |  West Midlands
Dunlop axes 650 jobs
06 Jan 00 |  Business

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