USC's massive mixed-use Village is still under construction, but across the freeway, in South Park, USC has already made a big statement atop a 32-story William Pereira-designed building, by replacing what has long been an AT&T sign with a giant USC sign. The building, previously called the AT&T Center, received the change in signage as part of a lease agreement inked earlier this year, which saw the university renting up an additional 30,000 square feet in the edifice—part of a two-building complex which houses offices for their Marshall School of Business, the School of Social Work, the Classical KUSC radio station, and various other USC departments.
The building was the second-tallest building in Downtown when it was completed in 1965. (Only City Hall was taller back then.) Though it's not even in the top five anymore, the change in signage will no doubt still be noticed. USC documented the switch, which took place over the weekend, and was aided by a helicopter, which carried the letters (500 pounds each) and the 15-foot-tall USC shield (2,000 pounds) to their new rooftop perch.
· USC takes its place in Los Angeles skyline [USC]
· USC Sign Hanging [Youtube]