Now that Midtown Promenade has a Trader Joe’s and soon will have a Starbucks, it needs to revamp its image to align itself more carefully with other modern Midtown retail, instead of just being the weird strip mall where people with penis bolo ties/meth addictions/Eurotrash ponytails hang out at the interesting array of bars. So naturally, the first thing they changed is the signage, from something you might see at one of the coolest New Jersey malls in 1986:
…to this, and I can’t even think of what it looks like. My graphic designer friend described it thus: “It is very penis. Very very penis.” What does that even mean? You be the judge:
I just feel like if you’re going to update that sign after 20 years of the turquoise horizontal stripes and everything, you should have something really amazing up your sleeve. Otherwise just leave it be! I liked how spirited the cursive script for “Promenade” was on the old sign, as though one might pronounce it “MIDTOWN Promenade!”, you know? Now it’s “Midtown PROMENADE” and my inflection’s all off.
Previously: Nickel and diming
Tags: midtown promenade, very very penis
It is definitely less legible. I can’t really even make either word. And I think that being illegible is all the rage with the young people nowadays, it makes it feel exotic or something.
Now it just looks like a large sign advertising the movies playing at Midtown Arts Cinema. Have you seen “Tuesday Morning?” Gwyneth’s best role ever!
“The Highlander” only makes it more confusing.
Agreed, Thomas Wheatley! HEEERE WE AARRRRREE!
I guess they rationalized that the construction biz is so blerg these days that they needed to make for easy addition/removal of tenants. (Kind of like our new digital employee facebook. Delete a file with ease, great for high turnover!)
Even still, bad call, M midtown PROMENADE.
e/b
Once I had the same problem.