Order Here

Walking the evening streets of Tel Aviv recently, I saw this "Order Here" sign. "Gotta dial negative exposure correction", methinks to myself. To my great surprise, it turns out that pulling out severely underexposed image, the color information was still there. 

So, have a look. First, is the image as it was shot - no processing applied whatsoever:

Really, my only goal was not to burn the sign.

With some very basic tweaking in LightRoom and in Color Efex Pro, I arrived at this rendering:

I am really quite happy with how it came out.