A crowning “Welcome” at 30 Columbia Heights, better known as Panorama, is now in full view above the Brooklyn Heights waterfront. The new sign replaces the iconic Watchtower sign that stood as a signifier of the now-removed Jehovah’s Witness headquarters that formerly occupied the building.
Designed by Morris Adjmi Architects, the current sign stands 15 feet tall by 80 feet wide with a bright red typeface similar to its predecessor.
“What a great message for the gateway to DUMBO and all of Brooklyn,” said Alexandria Sica, president of DUMBO Business Improvement District. “DUMBO opens its arms to visitors, dreamers, and entrepreneurs from around the world. This is iconic and the right message for these times.”
Welcome sign at Panorama in Brooklyn Heights (Photo: Will Femia)
Welcome sign at Panorama in Brooklyn Heights (Photo: Will Femia)
Developed in partnership by CIM GROUP and LIVWRK, the existing building at 30 Columbia Heights was redeveloped to include Class A office space that is appropriate for modern tenants. The entire Panorama development encompasses two city blocks with five interconnected buildings, landscaped outdoor spaces, a retail plaza, a full suite of tenant amenities, and sweeping vistas of the East River and the Manhattan skyline.
According to the developers, a flagship tenant will have option to replace and customize the signage as a major branding opportunity.
“Seen from Lower Manhattan and greeting travelers as they cross the Brooklyn Bridge, ‘Welcome’ embodies the message to our tenants and the entire city that Panorama is a vital part of the transformed Brooklyn waterfront and reinforces the idea that Brooklyn is an inviting place for companies to set up shop,” said Jason Schreiber, principal of Investments at CIM Group.
Subscribe to YIMBY’s daily e-mail
Follow YIMBYgram for real-time photo updates
Like YIMBY on Facebook
Follow YIMBY’s Twitter for the latest in YIMBYnews
Why the clock?
Because when the Jehovah’s Witnesses had the building, they had a clock.
The new owners basically are just replacing “Watchtower” with “Welcome”.
Yes, but it looks cluttered. Then and now, and more so now with less letters.
Yes, but with naming rights still available, WELCOME could become CITIBANK.