This work has been previously installed in nine other cities including Cleveland, Boston and Los Angeles, but those locations pale in comparison to the behemoth of competing signs in the commerce hot spot of Times Square. The location very much functioning as a representation of capitalism itself.
“This is the crossroads of the world,” Lambert told ANIMAL, citing that an estimated 13,000 people pass through Times Square every hour. The artist says that he has “always tried to reach everyday people in a language that they can understand. They understand signs. They understand voting.” Speaking specifically about the Times Square location choice, the artist states says, “Nothing makes more sense.”