Morgan Stanley has made significant strides in the cryptocurrency sector, recently introducing its own Bitcoin Trust (MSBT). So, it’s no surprise that “CRYPTO” features prominently on the bank’s impressive new 21,000-square-foot digital display located at 1585 Broadway.
One of the dynamic messages scrolling across the display’s six electronic ribbons states, “Introducing crypto trading you can trust.”
This installation, which lit up earlier this week, replaces a display that had been in place since 2015. It’s set to gradually shut down starting in October 2023, with a complete blackout expected by February 2024. Many onlookers in Times Square were confused by the ongoing construction and scaffolding, which has finally been removed in recent weeks.
As one of the largest digital displays in Times Square, Morgan Stanley’s new setup boasts an impressive 31.5 million pixels, a significant increase from the previous 6 million in 2015. Officials noted that it’s large enough to accommodate four NBA basketball courts.
Compared to its predecessor, this display is not only more complex but also more vibrant than the old amber stock ticker from the 1990s. It creates a more spacious and less imposing presence, nestled between two tall towers. The moving letters soar above and below the tower windows, showcasing various aspects of the bank’s operations.
The imagery displayed varies widely, featuring city skylines, picturesque landscapes, trains in motion, and even a historical photo from the 1930s of founders Henry Morgan and Harold Stanley, all presented across six ribbons (the former display had just three).
Tom Harris, president of the Times Square Alliance, expressed support for this new addition to the so-called “Bowl of Light” area just north of West 42nd Street.
“Broadway is a little brighter thanks to Morgan Stanley’s significant investment in new signage and facade upgrades at its global headquarters,” he remarked.
While Morgan Stanley did not disclose the cost of this “investment,” it seems trivial compared to the institution’s market capitalization of $343 billion.
