CLIENT: LOFT
THE CHALLENGE:
LOFT’s decades-old signage had become outdated and was in dire need of a complete overhaul to meet modern visual and electrical standards. Our team was challenged with transforming their aging monochrome display into a dynamic RGBW display capable of playing graphic scenes promoting LOFT’s flagship store in the heart of Times Square in New York City.
SCOPE/KEY PROJECT OBJECTIVES:
- Remove and replace two aging, bulb-laden signs decorated with thousands of antiquated light bulbs and outdated neon channel letters.
- Update to a modern, energy-efficient system while maintaining visual impact in one of the world’s busiest pedestrian areas.
- Work within tight DOT regulations, including restricted night work hours (10:00 p.m. – 6:00 a.m. Monday-Thursday)and a work embargo enforced November 15, 2024 through the New Year for increased holiday season traffic.
- Overcome logistical issues including limited electrical access and coordination with multiple contractors.
OUR SOLUTION:
- Removed a total of 36 sign panels and six sets of illuminated neon channel letters.
- Reduced the total number of circuits needed to illuminate the signs by 80% from 50 20Amp circuits used for the original incandescent-based sign to just 10 energy-efficient circuits.
- Provided temporary vinyl graphics to maintain LOFT’s storefront branding during fabrication and ensure the store identification was visible to the public.
- Installed 5,300 RGBW “Colorwave” LED marquee bulbs into the panels and six new sets of face-lit channel letters.
- Used over 700 hours of labor to fabricate, paint and assemble the new face panels with precision and care.
TIMELINE:
- Removal Phase: 9/9/24 – 9/19/24
- Fabrication: 9/25/24 – 11/6/24
- Large Sign and Letters Installation: 10/30/24 – 11/21/24
- Small Sign and Letters Installation: 1/6/25– 2/7/25
- Inspection Passed/Project Completed: 2/14/25
PROJECT HIGHLIGHTS:
- Created custom Lexan mounting templates for precise letter placement and LED protection.
- Navigated tight holiday timelines by prioritizing the larger Broadway-facing sign before the work embargo.
- Maintained brand presence and storefront visibility throughout the project with shrink-wrap and vinyl placeholder graphics.
- Successfully completed the project despite strict scheduling, permitting constraints and regulations, unexpected delays and on-site challenges.
THE RESULTS:
- Stunning, energy-efficient signs that stand out with unique, interactive 3D design and pixel level control for motion and changing graphics – all while maintaining the iconic LOFT look and meeting modern performance and maintenance standards.
- Signage now features full RGBW color-changing capabilities, enhanced visibility and dramatically-reduced power consumption.
See the color-changing capabilities, motion and graphical features of the sign in action below.
