That sign was on a building sporting a commonly-photographed sign for Thor (a former white goods manufacturer) as well as other faint remnants of signs:
But what's that on the roof?
Can you see it? A giant Robur sign, painted way before the days of Google Maps. There's one on the other side of the roof too, as well as one on the back of the building, as taken from the alley behind:
Speaking of Google Maps, here's how it appears on that:
A block away, on the way to the Robur sign, I encountered a superb accidental uncovering - an example of how vinyl can be inferior, especially on a windy day like today. The letters, framed by the unpainted billboard space, used to spell 'PERFECTION'. Couldn't have put it better myself:
|a sign just wanting to escape from under its prison of paint....|