Stockholm exhibition 1930 doesn't only count as the breakthrough of functionalism in Sweden, but also as the huge breakthrough for electronic signage. Nighttime lighting was an important part of the concept of the exhibition. The functionalist Gunnar Asplund was the exhibition architect. Stockholm has been "bathing" in light since the 1930s. For example, extensive electronic commercials were placed on the Esselte house and Centralpalatset's smooth window parapets, both houses were designed by Ivar Tengbom.