Durst’s 4 Times Square to get blinged up

H&M putting massive signage atop skyscraper

Aug.August 12, 2013 08:30 AM

Clothing retailer H&M is set to bring some major bling to the Durst Organization’s 4 Times Square, the Wall Street Journal reported.

The Swedish retailing giant is preparing four illuminated “H&M” panels that will be installed atop the 48-story building at 42nd Street and Seventh Avenue and will complement its 42,500-square-foot under-construction retail space. The signs – measuring 70 feet by 70 feet — are likely to upstage every other corporate logo on a Manhattan skyscraper, according to the newspaper.

“They certainly understood the value of skyline signage,” Tom Bow, director of leasing at Durst, told the Journal. “The views and the eyeballs on the skyline are going to be tremendous.”

H&M is eager to “be a part of the excitement and history of Times Square and have a spot on Manhattan’s iconic skyline,” a company spokesperson told the Journal.

The H&M lease and signage deal – which closed last October — was big news for Durst, which had struggled to find takers for the signage when the property was first built in 2000. Though both Bow and H&M declined to comment on the price of the sign, Bow told the newspaper it was “comparable” to rent for signage at the tower’s base, which can pull in millions of dollars annually. [WSJ]Hiten Samtani

Related Articles

(Credit: iStock)

NY restaurants, hotels warn of mass layoffs as US sees record jobless claims

Charles and Jared Kushner and 229 West 43rd Street (Credit: Getty Images and Google Maps) 

Pandemic may finally push Kushner Cos’ Times Square retail space into default

Ben Ashkenazy, CEO of Ashkenazy Acquisition Corporation and 660 Madison Avenue (Credit: Google Maps)

Eataly in talks with Ashkenazy to gobble up some of Barneys space

From left: Attorney Robert Abrams, Robert Durst and Durst spokesperson Jordan Barowitz (Credit: Abrams via Abrams Fensterman; Durst by Robyn Beck-Pool/Getty Images; Barowits via Durst Organization)

Durst Org accused of defamation by lawyer who sued Robert Durst

Robert Durst appears in court for during opening statements in his murder trial on March 4, 2020 in Los Angeles (Photo by Etienne Laurent -Pool/Getty Images)

Robert Durst murder trial could be suspended as LA courts shutter over coronavirus

Ample Hills Creamery co-founders Brian Smith and Jackie Cuscuna with Ample Hills Creamery Gowanus at 305 Nevins Street (Smith and Cuscuna by Ilya S. Savenok/Getty Images for NYCWFF; Google Maps)

Ample Hills Creamery files for bankruptcy

During de Blasio’s state of the city address last month, the mayor proposed a vacancy tax once again, in a bid to tackle the city’s 12,000 empty storefronts. (Credit: Getty Images, iStock)

San Francisco passed a tax on vacant storefronts. What does that mean for NYC?

American Dream Mall (Photo by TIMOTHY A. CLARY/AFP via Getty Images)

$5B American Dream to shut through the month