Thought to be the tallest advertisement installed in Times Square history, this 79' tall Amazon Echo was created by traction 3d fabricators for Amazon's Music Unlimited service. Three Engineering Firms were engaged to evaluate the structure to ensure that the build would not negatively impact the structural stability of the sign (accurately named the Beast) and its attachment to the roof of the building, and ensure that the Echo could withstand hurricane gust wind loads. Including the animated Alexa led ring sitting at the top of the structure, the Echo stood over 79' tall, over 25' in circumference, and weighed over 15,000 pounds. The installation required two of the largest cranes available on the East Coast, thirteen semi trucks to deliver the piece to TSQ and required an internal ladder to be built into the structure to allow the installers to be able to install it to the sign.