The New York City skyline is about to get a heavy dose of Swedish retail.
Following its long-awaited launch of U.S. e-commerce, H&M is set to expand its physical presence here later this year–and with more than just stores.
They’re in the process of erecting four 70′ x 70′ illuminated “H&M” panels to top each side of the Condé Nast building at 4 Times Square–it’s expected to become the most prominent logo of the entire NYC skyline.
It will join the billion other obnoxious illuminated billboards that light up Times Square. Though, like most things that happen, it may draw some outrage.
The Wall Street Journal spoke to 42nd Street resident and community activist Marisa Redanty, who said, “It’s very un-classy—it’s tacky, and it’s like, ‘Are we going to look like Tokyo?’”
“It’s almost like a dog marking its territory,” the same woman told CBS.
According to WSJ, H&M signed the lease for the signs along with the space for a 42,500-square-foot store at the base of the building.
No word yet on how Condé Nast artistic director Anna Wintour feels about this–though it’s worth noting that Condé Nast is set to move its offices to 1 World Trade Center when the new building (the tallest in the hemisphere) opens next year.