4 massive H&M signs to go up on 4 Times Square

Times Square is about to get perhaps its most conspicuous advertisement yet.

Four illuminated 70 feet by 70 feet billboards for clothing retailer H&M are set to be erected atop 4 Times Square by the end of the year, the building's owner, the Durst Organization, confirmed Monday.

The billboards, which will display only the two letters of the retailer's name, will be the massive ornaments on the retailer's new 42,500-square-foot store at the base of the 48-story tower, the company's 13th Manhattan location.

"They certainly understood the value of skyline signage," Tom Bow, director of leasing at Durst, told The Wall Street Journal, which first reported the signs. "The views and the eyeballs on the skyline are going to be tremendous."

The owner of the building, which is famous for housingpublishing company Conde Nast, declined to comment on the cost of the signs, but did say they are hoped to be operational by the end of the year.

H&M signed the lease for both the retail space and the signs in October.