Regulation of the equilibrium between G-quadruplex and duplex DNA in promoter of human c-myc oncogene by a pyrene derivative

► A pyrene derivative (DMAPP) binds preferably to G-quadruplex over duplex DNA. ► DMAPP induces G-quadruplex formation out of duplex. ► DMAPP is able to modulate the equilibrium between G-quadruplex and duplex DNA.