The panels are already up and ready for the H&M at 4 Times Square, and will eventually be illuminated on the very top of the 48-story building.
The panels will be a whopping 70’-by-70’, the largest of its kind in New York City.
“I think it will add to the skyline, if you think about it, NYC only has a few rooftop signs available on top of most buildings because of zoning,” said Tom Bow, senior vice president of the Durst Organization. “They’re probably twice as tall as the GE sign on rock center.”
In a statement H&M told PIX11 News quote: “H&M is thrilled to be a part of the excitement and history of Times Square and have a spot on Manhattan’s iconic skyline.”
But many tourists and New Yorkers alike seem a bit skeptical of what the addition will look like. “Just to add advertising that high?” One woman wondered aloud, “Maybe people in a plane will like it.”
“If it’s going to be too big and visible from a far distance then it’s going to ruin the skyline of the city,” said another man.
“You know I think it’s all about the context,” said Times Square Alliance President Tim Tompkins. “There’s no doubt that some advertisements in parts of the city are inappropriate, but here in Times Square we’ve never met an advertisement that we didn’t like.”
H&M says there is no date yet for when the ads go live, it just depends on when the store opens.