"We pretty much zeroed in on this opportunity" rather thanconsider other sites, Jeffrey Peck, corporate managing director ofStudley, which represented the London-based fashion house, tellsGlobeSt.com. "There are other buildings that will give you namingrights, but that's generally just a plaque over the entrance orsome kind of lettering in the lobby. There's only a handful ofbuildings in the city that actually have lit signage atop thebuilding." They include the MetLife tower at 200 Park Ave., the UBSbuilding at 1285 Ave. of the Americas and 666 Fifth Ave.

Zoning restrictions dating from the 1980s prohibit illuminatedsignage on top of skyscrapers, aside from a few buildings that weregrandfathered in, including 444 Madison. In a release, Studley EVPDavid Goldstein says the opportunity to display Burberry's logo inlights over Midtown was "a key driver in the transaction."

Peck says the new Burberry space, on four contiguous floors at444 Madison, was previously occupied by New York magazine,which moved to 1 Hudson Square last year after a decade on MadisonAvenue. New York magazine had its logo in lights atop thebuilding, as did Newsweek magazine for three decadesprior.