Georges Claude, a French engineer and inventor, patented the neon discharge tube in 1915, paving the way for the use of neon lighting in commercial advertising. The development of this technology allowed inert gas—specifically neon—to emit brilliant colors when electrified. Initially discovered in 1898 by William Ramsay and Morris Travers, the application of neon gas in decorative lighting remained limited until Georges Claude’s innovation. Claude's work fundamentally transformed the advertising landscape, offering an alternative to traditional signs that had been lit by gas or incandescent light. Neon signs, with their eye-catching glow, soon became synonymous with 20th-century city life, most notably in Paris, where they adorned cafés, cabarets, and retail establishments.

As businesses recognized the potential of neon for attracting customers, the vibrant tubes began to emerge not just as advertising tools but also as statements of art and style in the urban environment. Claude's patent allowed him to commercialize the technology, leading to the establishment of several companies specializing in neon signage. The bold colors and visible day or night capability did not just change advertising; they also began influencing popular culture, inspiring artists and contributing to the aesthetic of the modern era.

By mid-century, neon signs had spread beyond France, with cities like Las Vegas adopting them as symbols of the nightlife and entertainment. The ability to craft intricate designs using neon tubing allowed businesses to display their names and offerings in striking ways, establishing a new visual language for advertisements. Claude's invention ultimately laid the groundwork for a neon culture that continues to be celebrated in cities worldwide, influencing architecture and design.