The Project
LOFT’s decades-old signage had become outdated and was in dire need of a complete overhaul to meet modern visual and electrical standards.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.
Client
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Remove and replace two aging, bulb-laden signs decorated with thousands of antiquated light bulbs and outdated neon channel letters.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 Result
- 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 on our YouTube channel here.
