Express Gussies Up Historic Times Square ‘I. Miller Building’ with Huge LED Panels

Posted on: December 13th, 2013 at 10:10 am by
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T.G.I. Friday’s occupied the valuable real estate at 1552 Broadway in Times Square for over a decade. But the chain departed the landmark I. Miller building in September 2012, instead moving further east on 46th Street. The torch is now passed to Columbus-based retailer Express, which has been busy transforming the corner for the last year.

Its token statues portraying leading actresses of the 1920s were removed for safe keeping during this transformation, but have since returned to the facade. And the marquee lettering is refurbished. The most notable difference now, however, is that the analog advertecture has been replaced by a ginormous new LED screen directly above the building. This massive onslaught provides even more daylight to Times Square tourists at night … just in time for New Year’s Eve.

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1552 Broadway itself is a card-carrying landmark, having once served as the headquarters for I. Miller shoes. Back in the 1920s, this business was a showroom that supplied actors and dancers with fancy footwear (“The Show Folks Shoe Shop Dedicated to Beauty in Footwear”). Of course, that history is heretofore co-opted into the Express image…

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For a minute, this yellowed piece of late 1990s commercial ephemera was exposed for thousands of eyeballs to see. That of Levi’s SilverTab jeans. It was left untouched for years behind the trademark pinstriped advertising of Friday’s.

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Levi’s ghost signage above 1552 Broadway, September 2012

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