Retail

On the intersection of 42nd Street and 8th Avenue—one of the busiest intersections in all of New York—Midtown successfully navigated through the ULURP process by engaging the neighborhood, city, and government authorities and creating a zoning mechanism that allows for digital advertising signage above the Duane Reade in a previously excluded subdistrict. The northwest corner of the intersection now matches the other three corners on this same intersection, where digital advertising signage currently exists.