Turning Up The Lights On Gray Market St. East

English: Lit Brothers Department Store, 701-39...

English: Lit Brothers Department Store, 701-39 Market Street (block bounded by Market, 7th, Filbert, 8th Streets) Philadelphia, Pennsylvania (33 buildings built between 1859 and 1918, unified by a brick & iron facade). (Photo credit: Wikipedia)

The Times Square-ification of Market Street East in central Philadelphia is underway, and it is starting at one of the most treasured buildings on one of the most stubbornly seedy thoroughfares in Center City.

Construction scaffolding has begun its crawl up the cake-frosting-white facade of the former Lit Bros. department store, a century-old architectural wonder that will be home to the city’s first flashy, high-tech video billboard screens.

Over the next three months, crews will work to install stadiumlike, wraparound LED signs rising 14 feet above the roofline of both corners of the landmark structure on the 700 block of Market Street.

Officials hope to light up Lits for the first time on New Year’s Eve – the holiday synonymous with Times Square, the Manhattan billboard mecca whose mojo Market Street’s boosters and investors are hoping to mimic.

Read more at http://www.philly.com/philly/business/20140928_Video_screens_to_add_some_pop_to_street.html#pR6W1yWRRd3Al006.99

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