I was down on Queen st. and looked up noticed the sign for the first time. Typographically it stood out. It was striking because its above the eye level of all the signs on this busy street and when i noticed it, it almost hit me over the head because it was so so big and informaly stuck up on the wall out of the blue. it doesnt look like a retail sign but a message hovering over everythign else. If it werent for the windows revealing whats inside I would have never thought it was a store. It was just so bold and striking - I like the old type face, as well as the irony it creates "so hip it hurts". it definitely stands out and although in this photo, the colours are faded, i like the gradient of orange/red used against the black background.

Sally Kim