Brooklyn’s New Beacon – Lighting the “Welcome” Sign at Panorama Brooklyn
 

SloanLED, partnering with NY Sign Art, was proud to help bring this vision to life.

The Challenge
The mission was to design a new rooftop sign that would deliver the same powerful light output as the old neon Watchtower sign, but using modern technology that was more sustainable, more reliable, and significantly more energy-efficient.

The “Welcome” sign needed to embody Brooklyn’s vibrant culture, while also providing long-term performance with minimal maintenance — all without losing the classic neon aesthetic.

Our Approach
To meet these goals, SloanLED supplied 500 feet of FlexiBRITE Ruby Red, a flexible LED tubing solution engineered to capture the look and feel of neon without the fragility and energy waste.

Standing 15 feet high and stretching 80 feet long, the illuminated letters offer brilliant, even light, and deliver a 60% improvement in energy efficiency over traditional neon. FlexiBRITE also ensures better brightness retention over time, providing Brooklyn with a true beacon that will shine brightly for years to come.

As Asher Abehsera, founder and CEO of LIVWRK, beautifully summed up:

“The ever-evolving landscape of Brooklyn’s culture, energy, and creativity is now signified by a new beacon of light that is the ‘Welcome’ sign.”
 

The Result

Today, the bold red glow of the “Welcome” sign is visible from lower Manhattan and beyond, becoming an instant symbol of hospitality and renewal. It not only marks the transformation of the Brooklyn waterfront but also reinforces Brooklyn’s enduring reputation as a gateway for ideas, businesses, and communities.

The project stands as a perfect example of how modern LED technology can honor the past while lighting the way for the future.