The Man Who Invented Times Square

Oscar J. Gude played a pivotal role in shaping Times Square into a vibrant hub of commercial spectacle in the early 20th century. His innovative approach to outdoor advertising, characterized by large electric signs known as "spectaculars," transformed the area into a dazzling display of lights and animations. Gude's first major sign, the Trimble Whiskey sign in 1904, marked the beginning of a series of elaborate displays that captivated audiences and drew significant foot traffic. By 1913, Times Square was renowned as "The Great White Way," showcasing hundreds of thousands of lights.

The unique bowtie configuration of the streets in Times Square provided an ideal setting for these advertisements, allowing for long sightlines and maximizing visibility. Gude's spectaculars featured dynamic animations, such as a girl on an electric tightrope and a polo player, promoting a wide array of products from safety razors to whiskey. His most famous creation, the Wrigley’s Spearmint Chewing Gum sign, was a massive installation that included over 17,000 bulbs and intricate animations.

Despite the commercial success, Gude's work faced criticism from civic organizations concerned about the aesthetic impact of such advertising. The debate over signage regulations intensified in the 1920s, as various trade associations clashed over the future of advertising in Manhattan. Ultimately, Gude's legacy is one of transforming Times Square into a symbol of American commercial culture, blending entertainment with advertising in a way that continues to influence urban landscapes today.