In the heart of Brooklyn, a new exhibit at the Brooklyn Museum is shining a light on a fading piece of New York City’s history: its vintage business signs. Titled “Signs of the City: Preserving New York’s Commercial Heritage,” this captivating display celebrates the artistry, craftsmanship, and cultural significance of the iconic storefront signs that once defined the city’s streets. From neon-lit bodega signs to hand-painted pharmacy boards, the exhibit offers a nostalgic journey through New York’s commercial past while emphasizing the importance of preserving these artifacts for future generations.
New York City is known for its vibrant energy, towering skyscrapers, and diverse neighborhoods. But long before chain stores and digital billboards dominated the landscape, the city’s streets were adorned with unique, handcrafted signs that told stories of local businesses and communities. These signs, often created with bold typography, vivid colors, and intricate designs, were more than just advertisements—they were symbols of the city’s entrepreneurial spirit and cultural identity.
The Brooklyn Museum’s exhibit, which opened in early 2025, features dozens of rescued signs from bodegas, delis, auto repair shops, and other small businesses that once thrived across the five boroughs. According to a report by Gothamist, the museum has carefully curated these artifacts to highlight their historical and artistic value, offering visitors a chance to connect with the city’s past in a tangible way. The collection includes over 40 full-scale storefront signs, alongside smaller pieces like posters and ephemera, many of which were salvaged from demolition sites or donated by local businesses.
“These signs are more than just relics,” says curator Anna Martinez, who spearheaded the exhibit. “They represent the heart and soul of New York’s neighborhoods. Each one tells a story of a family business, a cultural moment, or a community’s resilience. We want to honor that legacy and remind people of the artistry behind these everyday objects.”
Walking through the exhibit, visitors are greeted by a dazzling array of signs that showcase the creativity and craftsmanship of a bygone era. A neon sign from a 1950s Greenpoint deli glows softly, its cursive lettering evoking memories of late-night sandwich runs. Nearby, a hand-painted sign from a Lower East Side pharmacy boasts elegant typography that feels both timeless and personal. These pieces, many of which were created before the rise of mass-produced signage, highlight the skill of sign painters who once played a vital role in shaping the city’s visual identity.
The exhibit also draws inspiration from the work of the New York Sign Museum, a nonprofit dedicated to preserving the city’s signage heritage. Founded by David Barnett and Mac Pohanka, the New York Sign Museum has been instrumental in rescuing signs from across the metropolitan area, ensuring they are not lost to gentrification or urban development. Their collection, which includes over 200 pieces, serves as a vital resource for historians, designers, and anyone interested in New York’s commercial history. The Brooklyn Museum has partnered with the organization to bring some of these treasures to a wider audience.
“What makes these signs so special is their individuality,” says Pohanka. “They weren’t churned out by a factory. They were made by hand, often by local artists who poured their creativity into every detail. That’s something you don’t see much anymore.”
As New York City continues to evolve, many of its historic signs have been replaced by generic, modern alternatives. The rise of chain stores and digital advertising has led to what some call the “Duane Reade-ization” of the city, where unique storefronts are overshadowed by uniform branding. The Brooklyn Museum’s exhibit aims to counter this trend by celebrating the diversity and character of vintage signage, while also sparking a conversation about preservation.
For many New Yorkers, these signs are more than just nostalgic—they’re a reminder of the city’s cultural and economic history. A sign from a Jewish deli in Brooklyn, for example, might evoke memories of a neighborhood’s immigrant roots, while a faded auto shop sign could recall the industrial grit of 1970s New York. By preserving these artifacts, the museum is helping to ensure that these stories are not forgotten.
The exhibit also highlights the challenges of preservation in a rapidly changing city. Many of the signs on display were rescued just before their buildings were demolished or renovated. Without efforts like those of the New York Sign Museum and the Brooklyn Museum, these pieces of history might have ended up in landfills. The exhibit encourages visitors to think about how urban development impacts cultural heritage and what can be done to protect it.
The Brooklyn Museum has designed the exhibit to be immersive and engaging, appealing to visitors of all ages. In addition to the physical signs, the display includes interactive elements, such as touchscreens that allow visitors to explore the history of specific businesses and neighborhoods. A soundscape featuring ambient city noises—think honking taxis and bustling street markets—adds to the nostalgic atmosphere, while archival photos and videos provide context for the signs’ original settings.
One standout feature is a recreated 1960s Brooklyn street corner, complete with a bodega sign, a payphone, and a mailbox. Visitors can step into this scene and imagine what it was like to walk through the city decades ago. The exhibit also includes a section on the evolution of sign-making techniques, from hand-painted lettering to neon and early digital displays, offering a fascinating look at how technology has shaped commercial art.
The “Signs of the City” exhibit is part of the Brooklyn Museum’s broader mission to celebrate the borough’s history and its role in shaping New York City’s cultural landscape. As noted by Time Out, the museum has a long tradition of showcasing Brooklyn’s stories, from its founding in 1823 as a library to its current status as one of the country’s boldest art institutions. This exhibit continues that tradition by highlighting the intersection of art, commerce, and community.
For younger visitors, the exhibit offers a chance to discover a side of New York they may never have known. For older generations, it’s an opportunity to reflect on a city that has changed dramatically in their lifetimes. “I remember seeing these signs as a kid,” says Maria Gonzalez, a 62-year-old Brooklyn native who visited the exhibit. “They were everywhere—bakeries, barber shops, you name it. It’s amazing to see them preserved like this. It feels like a piece of my childhood is still here.”
The exhibit isn’t just about looking back—it’s also a call to action. The Brooklyn Museum is encouraging visitors to get involved in preserving New York’s commercial heritage by supporting local businesses and advocating for the protection of historic signs. The museum has partnered with community organizations to host workshops on sign-making and preservation, giving participants a chance to learn from experts in the field.
The exhibit also serves as a reminder that New York’s history is still being written. While many vintage signs have been lost, others are still out there, waiting to be rediscovered. By raising awareness about their value, the Brooklyn Museum hopes to inspire a new generation of preservationists to carry the torch.
The “Signs of the City: Preserving New York’s Commercial Heritage” exhibit is open at the Brooklyn Museum through December 2025. Admission is included with general museum entry, and members enjoy unlimited access along with exclusive previews and discounts. For more information, visit the Brooklyn Museum’s official website at www.brooklynmuseum.org.
For those interested in exploring more of New York’s signage history, the New York Sign Museum offers occasional open houses at its Brooklyn studio. Check their website at www.nysignmuseum.org for details on upcoming events.
The Brooklyn Museum’s exhibit is a powerful reminder that even the smallest pieces of a city’s history can carry profound meaning. By showcasing these vintage business signs, the museum is not only preserving a piece of New York’s commercial heritage but also celebrating the creativity and resilience of the people who made the city what it is today. Whether you’re a lifelong New Yorker or a first-time visitor, this exhibit is a must-see for anyone who loves the stories that make this city so special.
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