John Friedmann of Chicago, IL

Every day is the early 1960s at John Friedmann’s house—and that’s by intention. His unique mid-century style house on the northwest side of Chicago, built in 1960, is purposefully decorated with period furnishings from the same age. A descent into the amazing lower level feels like a time tunnel to a tavern that might have existed when John F. Kennedy was president. The welcoming bar area showcases the glow of ambient, lighted breweriana that could have once adorned the walls of a classic Chicago corner tavern in the 1950s and 60s.

But what really sets things in motion is just that—motion signs. John’s collecting passion is vintage, motorized lighted beer signs. He has amassed over 100 of these whimsical, animated pieces, including some scarce and intriguing examples from a variety of breweries across the country. Friedmann's collection is a testament to the creativity and artistry of early beer marketers, and it offers a glimpse into the changing tastes and trends of American consumers over the past century.