Imagine discovering a Coca-Cola ghost sign hidden behind a concrete wall for more than eight decades. That's exactly what happened on April 1, 2023, in Long Branch, New Jersey, when “the SICA building (Shore Institute for Contemporary Art) was demolished to make way for a new 31-unit development project (SICA Lofts),” according to Dan Silverman, one of the owners of Prime City Ventures, the developer of the project. When constructed 80-plus-years ago, the SICA building was put up just inches away from the neighboring property, which is why the sign remained hidden all those decades.
As the demolition team took down the SICA building, the antique Coca-Cola sign was revealed. “The city reached out to us right away and expressed interest in the sign,” said Silverman. “Construction is in full swing, and we plan on going vertical pretty quickly, so we needed to act immediately to save the sign. As soon as we realized the
