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GREENVILLE, S.C. – An incredibly rare 48-inch double-sided porcelain Musgo Gasoline sign sold for $1.5 million, setting a world record at Richmond Auctions on August 27. The previous record for an antique advertising sign was $400,000. 

Considered the "holy grail" of antique advertising signs by most collectors, the Musgo Gasoline sign was discovered in an attic in Michigan. It had never been seen by the public and was a fresh-to-market example.

Musgo gas sign

Circa-1920s double-sided porcelain Musgo Gasoline sign, $1.5 million. 

Musgo, originally located in Muskegon, Michigan, was believed to have been active for less than six months during the mid-1920s. Following its closure, most of its signs were used as septic tank lids, which caused one side of the sign to decay from exposure to septic fumes. This record-breaking sign was new old stock, never used as a septic tank lid, and is the best-known example of this legendary sign.

“Richmond Auctions was thrilled to have the opportunity to sell this one-of-a-kind collectible,” said Jordan Richmond, founder and CEO of Richmond Auctions. “This unique Musgo Gasoline sign was discovered without touchups, restoration or enhancements, something unheard of for a collectible of this nature. The $1.5 million dollar price tag speaks to the great condition and uniqueness of this item.”

Additional Auction Highlights:

Rare Shell Ethyl Eight Ball Porcelain Pump Plate

Rare Shell Ethyl Eight Ball Porcelain Pump Plate sold for $140,000. 

Idaho Gasoline double sided porcelain sign

Idaho Chief Gasoline Porcelain Identification Sign, 6', TAC 9 & 8.5. DSP (double sided porcelain) sold for $85,000. 

Grizzly Gasoline sign

Rare New Old Stock SSP (single sided porcelain) pump plate, 12" diameter, rated 9.75, sold for $80,000.

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