New York City | Times Square bids farewell to one of its most iconic LED landmarks. As the Marriott wrap-around display goes dark for a major upgrade, the epicenter of DooH prepares for a new era of ultra-fine pixel brilliance.
NRF 2026: Farewell to Times Square’s Iconic Marriott LED
While Midtown Manhattan is buzzing with NRF energy, Times Square continues to do what it does best: dazzling visitors with the world’s most iconic DooH displays. Amid the vibrant campaigns – some even tailored to NRF’s retail audience, most targeting global consumers – one absence stands out. Overnight, the legendary Marriott LED wrap-around billboard went dark. And this time, it’s not just a temporary outage.
The massive LED façade, long considered the crown jewel of Times Square’s DooH inventory, is undergoing a major upgrade. Cranes are in position, scaffolding surrounds the site, and boxes of new LED modules are being hoisted skyward. The transformation is underway.
Times Square has seen a wave of modernization in recent years. Nearly every major display has been replaced or upgraded with fine-pixel LED technology, delivering sharper visuals and superior color performance. For advertisers, paying premium rates for the most expensive DooH real estate in the world, image quality and the ability to show 3D content matters. The Marriott LED, once a benchmark for scale and impact, had begun to show its age.
