Display Window May Violate Mall Rules

Apple’s current store window display promotes the video capabilities of the newest iPod models, but its flashing marquee-type lights have run afoul of rules at some malls that prohibit such displays. Most malls have architectural and signage regulations intended to insure a measure of uniformity and that the mall’s retailers have an equal opportunity to attract shoppers. For example, at one mall where Apple has a store, the management prohibits signs with, “Moving, rotating, noise making, odor producing, flashing, flickering or moving light of any kind.” Most cities and towns also regulate signage, including prohibitions on animated signs or ones that using flashing lights. Apple’s display consists of about 72 light bulbs wired so they flash sequentially, first in one direction, and then the other, like a 1960s movie theater marquee. There are reports that some stores have been required to remove the window display to meet the mall’s leasing requirements. Check this video of the window display. [alternate link]