Stella Artois Hoboken building sign

Stella Artois Hoboken building sign

This large beer sign is on the side of a building in Hoboken less than a block from the viaduct and not far from the Lincoln Tunnel. The graphic is visible from 14th Street and from nearby Park Avenue.

The image appears to be painted. If that is so, then — as most billboard production is now by printing — the picture is distinctive.

Stella Artois Hoboken sign small print

A peculiar feature of this ad is the relatively tiny lettering. Perhaps the “www” of the Web Site URL will serve as a cue, but why not just leave it out? Then, the remainder of the domain name could be made that much larger. And what is that smudge under the Web Site address? If you click on the image above, you’ll see that this sign gives new definition to the term “small print.” Do words that require binoculars to read carry any sort of legal weight?

Glass blowing torch

An inspiration for the dynamic portrayal of the flow of the beer from the tap and into the glass might be the action of a flame from a glass blower’s torch.

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