H&M's Massive Skyline Signage Creating Controversy Among NYC Residents
Posted Sunday August 18, 2013 7:55 AM GMT
H&M’s going over the top with their latest ad campaign — and we mean that as literally as it gets.
After launching its long-awaited e-commerce site in the US, the Swedish retail brand is installing four illumined 70’ x 70’ “H&M” panels on each of side the 48-story building in Times Square that currently serves as Condé Nast's headquarters (but not for long). The ground floor of the tower is also under construction to house what will be H&M’s 13th store in NYC. H&M leased out the space from the building owner, Durst Organization, for an undisclosed (but sure to be mind blowing) price.
According to the Wall Street Journal, “The H&M lease comes as a welcome deal for Durst, which in 2000 built 4 Times Square intending to put signage at the top, only to be unable to find companies willing to pay the rent.”
Good news for Durst and H&M, but not everyone’s pleased with the news. While New York City serves as fashion capital of the world, its residents are less than thrilled with a(nother) branding scheme interrupting their skyline.
Marisa Redanty, a community activist who lives further west on 42nd Street told the Wall Street Jorunal, "It's very un-classy — it's tacky, and it's like, 'Are we going to look like Tokyo?'"
A spokeswoman for H&M said the company "is thrilled to be a part of the excitement and history of Times Square and have a spot on Manhattan's iconic skyline."
While the city enforces strict limitations on new illuminated rooftop signs throughout much of the city, it excused Times Square. So Sweden, welcome to New York City.