PHOTO BY CHRISTIAN MUELLER 5 Social standouts: Social media's ubiquity and popularity have driven agencies to develop directmarketing, digital-advertising campaigns that give new life to getting your name "in lights" when social sharing leads to the projection of users' images on digital displays throughout Times Square. PHOTO BY AMERICAN & INTERSTATE SIGNCRAFTERS 46 SIGNS OF THE TIMES JUNE 2017 1500 Broadway's latest signage, contributed by Studios Architecture (New York City) and American & Interstate Signcrafters Inc. (Islip, NY), is a four-story structure that acts as the building's main entrance and feature wall. Designed as an elegant covering over the building frontage, the sign is a custom perforated aluminum façade with the building's address vertically imprinted within its aluminum covering. For nighttime viewing, a custom-lighting cove was built into the perimeter of the entire structure to accentuate its unique shape.