Landmark
Tío Pepe Lettering
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The Tío Pepe Lettering is a beloved neon sign perched atop the Hotel Paris at Madrid's bustling Puerta del Sol. Installed in 1935, it advertises Tío Pepe sherry, a famous brand from Jerez. The sign features the brand's name in bold red and white letters, with a distinctive bottle shape and a sombrero-wearing character. It has become a symbol of Madrid's vibrant street life and a popular photo spot for tourists. The sign was removed in 2011 due to a building renovation but was reinstalled in 2014 after public outcry, cementing its status as a cultural icon. At night, the neon glows brilliantly against the historic square, adding to the lively atmosphere. Visitors can admire it while exploring Puerta del Sol, which is also home to the famous 'Kilometer Zero' plaque and the statue of the Bear and the Strawberry Tree.
Don't miss
- The iconic neon sign glowing at night on Puerta del Sol
- Photo opportunity with the sign and the bustling square
- Nearby attractions: Kilometer Zero, Bear and Strawberry Tree statue
- Historic Hotel Paris building that hosts the sign
- Shopping and dining in the surrounding area
Tickets & tours
Ways to visit Tío Pepe Lettering
You don't need a tour to visit — entry is free. A tour is worth it if you want transport, a guide, or to combine Tío Pepe Lettering with nearby sights in one day. That's what these do well.
Cheapest way inMadrid Oscuro: Torture, Ghosts, Crimes and Legends5★ · 1,398 travelers~2 hoursFree cancellationFrom$3 per personSee dates →
Best full dayFrom Madrid: Toledo & Segovia Day Tour with Lunch & Tickets4.6★ · 5,036 travelers~11 hoursFree cancellationFrom$44 per personSee dates →
Private & flexibleVIP visit to the Las Ventas Bullring in Madrid5★ · 218 travelers~2 hoursFree cancellationFrom$47 per personSee dates →Know before you go
- The sign is most impressive after dark when the neon is lit.
- Be mindful of crowds; early morning or late evening are best for photos.
- Sol metro station can be crowded; consider walking from nearby stops.
- Puerta del Sol is a shopping hub; combine your visit with browsing local stores.
A bit of history
First erected in 1935, the Tío Pepe sign was removed in 2011 for building work but returned in 2014 after a campaign. It represents Madrid's commercial heritage and is one of the city's most photographed landmarks.
Common questions
Where exactly is the Tío Pepe sign?
It's on the roof of Hotel Paris at Puerta del Sol, facing the square.
Is it free to see?
Yes, it's a public sign visible from the street.
When is the best time to see it?
At night when the neon is lit, but it's visible 24/7.
How do I get there?
Take the metro to Sol station; the sign is right in the square.
Can I go inside the hotel to see it up close?
No, the sign is on the roof and best viewed from the square.
Is the sign still original?
The current sign is a replica installed in 2014, but it matches the original design.
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