Morgan Stanley unveils massive new digital billboard in Times Square
Morgan Stanley has installed a 21,000-square-foot LED display at its 1585 Broadway headquarters, replacing the 2015 sign.
A sprawling 21,000-square-foot digital façade has been activated on Morgan Stanley's 1585 Broadway tower, succeeding the older 2015 display that was phased out starting in October 2023. The new installation boasts 31.5 million pixels, enough to cover the area of four NBA basketball courts, and cycles through messages promoting crypto trading alongside historic photos of founders Henry Morgan and Harold Stanley. The sign’s six electronic ribbons showcase a mix of skylines, moving trains, and other visuals, offering a more colorful and less monolithic presence than earlier versions.
Times Square Alliance president Tom Harris said the upgrade makes Broadway “a bit brighter,” while Morgan Stanley did not reveal the financial outlay for the project. The bank’s CEO Ted Pick was pictured above the display in promotional material. The removal of scaffolding that had obscured the site in recent weeks cleared the way for the new visual centerpiece.
Why it matters
The upgrade highlights Morgan Stanley's push into crypto and adds a high-profile visual element to a major New York landmark.
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