Coming soon to the top of the  Conde Nast Building.

At last count, Times Square had 230 illuminated advertising billboards blazing away day and night.

So why is the proposed sign for Swedish retailer H & M, set to crown the Conde Nast Building at 4 Times Square by the end of the year, causing such a fuss?

For starters, it’s super big. With four 70-foot panels, H & M will dwarf rooftop behemoths like the GE sign that crowns 30 Rockefeller Plaza and the Met Life moniker looming over Park Avenue near Grand Central Station. Read more