Recent construction work at 1500 Broadway in New York City has unveiled a long-hidden piece of advertising history. A Wrigley’s Spearmint billboard, dating back to 2001, was exposed after work began on the building facade, located between West 43rd and West 44th Streets.
The sign was first spotted by local resident David Lawson, who noted its visibility due to ongoing construction in the area. According to Newsweek, the billboard serves as a reminder of the transition period in Times Square, just before massive LED displays became the industry standard. Historian James Nevius described the find as a significant marker of the end of the traditional advertising era, noting that the turn of the millennium marked the beginning of the digital transformation that has since dominated the district.
Permit records indicate that $1.1 million in signage-related work is currently underway at the property, which is owned by the Tamares Group. While it remains unclear if the construction will permanently remove or re-cover the sign, experts like Frank Jump, author of Fading Ads of New York City, highlight such discoveries as rare “time capsules” of urban development. The reappearance of the sign has sparked interest among historians regarding what other advertisements might still be concealed behind the modern, high-tech displays that define contemporary Times Square.