Four 70-foot-tall H&M signs are set to change the New York City skyline once they are installed atop 4 Times Square, the building's owner confirmed Monday.
The Durst Organization said the illuminated panels will go up this year on the 48-story building.
According to The Wall Street Journal, the Swedish clothing retailer Hennes & Mauritz AB, or H&M, signed a lease for the sign and retail space.
"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 told the paper it is thrilled to have a spot on the iconic skyline.