Photo: Heritage Outdoor Media
September 15, 2025
Heritage Outdoor Media and ANC teamed up to transform a corner in Times Square, New York City with updated signage on two buildings.
The display, known at The Pentacular, is a 5,900-square-foot canvas at 1640 Broadway and 740 Seventh Avenue with five huge displays, a digital LED cube and four static panels, according to a press release.
“This wasn’t just a signage upgrade, it was a complete corner transformation,” Anthony Mastanduno, director of real estate and business development at Heritage, said in the release. “We turned a fading façade into a full-motion storytelling platform capable of hosting some of the world’s most iconic brands, and we did it in record time. By working closely with all the parties, we identified efficiencies to get both locations live in under six months.”
Previously occupied by aging static boards, the buildings required structural modernization before the installation could begin. Heritage and ANC collaborated with property owner Farmore Realty to design and install a configuration that respected the historic architecture and unlocked new revenue potential.
“Anthony went the extra mile every step of the way,” Liliana Feinberg and Olianna Zelles, co-presidents of Farmore Realty, said in the release. “What seemed like an overwhelming process turned into one of the best decisions we’ve made for the building. We’ve already seen how this transformation has enhanced both visibility and financial return.”
The 1604 Broadway signage is a 101.71 foot x 35 foot digital display (3720 x 1280 resolution, 8mm), paired with multiple static panels. The 740 7th Avenue signage is a 52.49 foot x 27.34 foot digital screen (1920 x 1000 resolution, 8mm), also combined with static signage.
Powered by ANC’s LiveSync platform, The Pentacular provides real-time content scheduling, audit-ready reporting and round-the-clock illumination.
“They brought both vision and execution,” Jerry Cifarelli Jr., CEO of ANC, said in the release. “The result is a high-performance visual platform that elevates not only the signage but the surrounding buildings and the entire block.”
Guinness has signed on as the exclusive launch advertiser, with additional premium campaigns booked across both digital and traditional formats into 2026.
“This is where brand storytelling lives at street level,” Mastanduno added. “It’s not just about being seen — it’s about being remembered.”