In this episode of Sign Criteria | Branding for the Built Environment, Reena and John explore the overwhelming, electrifying world of New York City signage—from pulsing Coca-Cola billboards to quirky corner shops and subway confusion. Reena shares highlights from her recent overnight trip to NYC, where the signs of Times Square left a strong impression. John breaks down the tech behind dynamic LED displays and explains how robotic arms give static signage a living, breathing feel. The duo then contrasts high-budget brand displays with tiny mom-and-pop stores squeezed into closet-sized spaces—and ponders how any of them survive Times Square rent. They dig into the true role of signage in chaotic environments: wayfinding. Why do some airports or cities still fail to guide people clearly, even with signs everywhere? And what can designers do better? The episode wraps with a look at architectural landmarks like the Oculus and the memorial near Ground Zero, examining how form, emotion, and environment all shape the experience of public spaces. Highlights include:The science and spectacle of animated LED billboardsStreet-level contrasts between major brands and micro-shopsSignage as orientation: lessons from airports and city centersWhy bad signage frustrates even signage professionalsArchitectural inspiration from NYC’s Oculus and 9/11 MemorialWhether you’re a sign designer, urban explorer, or simply love walking through big cities, this episode uncovers how signage and space combine to tell powerful stories._ _Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com

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