A scale model of Concorde which has had pride of place at Heathrow Airport's entrance for 16 years has been removed.
The model is to be housed at a museum in Surrey
British Airways (BA) has decided not to renew the £1.5m annual rent to advertise on the roundabout at the gateway to the airport.
More than 25 million travellers a year passed by the 4/10 scale model of the supersonic airliner. Emirates is to put its own model up on the site.
The old BA model has been donated to Brooklands Museum, Weybridge, Surrey.
The Concorde was retired from BA service in 2003.
'Represents the past'
Emirates Airways has signed a six-year deal to advertise on the site.
It will replace the Concorde model with one of an Airbus A380 superjumbo.
Passenger travelling by road to Terminals One, Two and Three pass the site, which is thought to have been seen by more than 400 million people in the last 16 years.
Vic Sheppard, Emirates vice-president UK and Ireland, said: "Concorde will always have a place in the hearts of all aviation enthusiasts, but it represents the past, while we will be using this site in a fresh and innovative way."
The model will join one of the remaining full-size Concordes at the museum.
It will be rebuilt at the museum after being broken up in order to transport it along the M25.