the great white way (11. 691)

Via the New Shelton wet/dry, we are directed towards an interesting biography of the individual, coining the above nickname for Broadway in 1901 due to its dazzling electric lights, responsible for the spectacle of Times Square, OJ Gude. Taking advantage of the accident of civil planning that had created a bowtie-shape with the intersections of 45th Street and Seventh Avenue that was an ideal amphitheatre for showcasing the energy and dynamism of commerce and advertising, Gude designed many of the flashing, animated billboards that fill the skyline. This theatre-in-the-round upstaging the playhouse-district put the show on the periphery for a captive audience of consumers, who couldn’t ignore the advertisers’ messages, was a bit of promotional genius, the tradition upheld for over a century, with Gude’s salesmanship directly behind many of the iconic and colossal displays. More at the links above.