How to Stand Out in Times Square? Build a Bigger and Brighter Billboard

Saturday, May 24, 2008

"The multicomponent, 250,000-pound sign will be programmed from street level to 341 feet high at the top of the building, on the traffic island between Broadway and Seventh Avenue at 42nd Street." —New York Times

From New York Times

They could be 212-foot-high, flat black stealth bomber wings studded with tiny jewels, soaring 17 stories above the crossroads of the world.

Soon enough, their gemlike lights will glow brilliantly as the signature elements of the largest advertising billboard in Times Square, trumpeted by its designers as the world’s most complex, powerful and digitally advanced new supersign, with unequaled high-resolution graphics.

The billboard, traditionally called a “spectacular” on the Great White Way, is already visible, yet still very much under construction. In sheathing the east, west and south sides of 1 Times Square, it will show the flag of the Walgreen Company, the nation’s largest drugstore chain in sales, which is promoting a new three-level, 16,200-square-foot emporium in the building’s ground-floor retail space, which has been empty for seven years.

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