RE-CONTEXTUALISATION RATIONALE
The rooftop location was spotted from Spring Street, from which the elevated sign, although high, is quite visible.

Our message aims to create intrigue beyond the mundanity of the statement.

The sign (and whatever is up there) is not accessible to the viewer, which
of course adds to the interest and intrigue.

ANALYSIS
The feedback received from this installation was tainted by the hour at which
it was installed (11pm). The lane is reasonably isolated and while the signage
is visible from Spring Street, at such a late hour it is hard to notice.

The primary audience consisted of employees from the various restaurants backing onto the lane many of which showed a moderate interest.