The Real Deal New York

Time of the signs: Vornado, Witkoff go big with LED displays

Developers pay up to $1,000 per sf for bright, massive signs
June 27, 2014 12:55PM

Vornado Realty Trust, the Witkoff Group, JEMB Realty and other developers are going all out when it comes to LED displays at their upcoming projects.

The LED canvasses are more environmentally friendly than an illuminated billboard, but can be more costly. The displays cost as much as $1,000 per square foot. Vornado plans to construct a six-story sign as part of its $140 million retail overhaul of the Marriott Marquis Times Square Hotel at 1535 Broadway. The Witkoff Group is adding a 18,000-square-foot LED sign at the Marriott Edition Hotel in Times Square.

Also, JEMB Realty wants to install LED panels on the upper floors of Herald Center as part of the $50 million renovation. The building now has black-tinted windows. [6sqft]Mark Maurer