Though Condé Nast and all its glossy titles will be relocating to 1 World Trade Center in 2014, it looks like 4 Times Square will remain home to a big fashion name. H&M has reportedly signed a lease with the Durst Organization, which owns 4 Times Square, and plans to affix signage on top of the famed skyscraper.
The 70-by-70 foot panels would highlight the launch of H&M's scheduled store opening within the building itself — their thirteenth store in the city, and alter the Manhattan skyline as we know it.
Naturally, this plan is facing some opposition from local community activists. Marisa Redanty commented that the retailer's signage is "ridiculous." She continued, "It's very un-classy — it's tacky, and it's like, 'Are we going to look like Tokyo?'" Though we're unsure the additional flair to an already bustling tourist attraction will scream "Tokyo," we're curious to see the ways in which 4 Times Square will take on a new face once it no longer houses a publisher. The signage is expected to be completed by the end of 2013, which means it will be part of the epic ball-drop scenery come New Year's Eve. (Huffington Post)