Since the first neon bulb was produced in 1910, street advertising has never been the same. Business owners quickly sized the opportunity to woo customers with bright signs over their stores. In Japan, the streets covered in vivid fluorescence became an iconic part of the city landscape. The fist neon ad in Tokyo went up in 1957 to announce the name of the new tech upstart Sony. Soon, the skyscrapers of Ginza, Shinjuku and Shibuya were ablaze with colours. Today, the bright lights of Tokyo inspire travelers and futurists, photographers and urban planners. They are the new vibrant art of the modern urban life.