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Meatpacking Now Slightly More Hideous

Let's start the day on an up note, shall we? Two days back, a tipster emailed, "The ugliest building in New York - the Hotel Gansevoort - is in the process of erecting a massive billboard on its east side, at the corner of Hudson and Gansevoort streets. It's the kind of free-standing billboard you'd expect to see along the New Jersey Turnpike. I hate to say it, as I own an apartment across the street from the Gansevoort, but the transformation of this edge of the West Village into New Jersey East continues."

Good times! And sure enough, Curbed operatives dropped by at dusk last eve to find Little West 12th Street closed, and the sign dropping into place (above). Odds on which fashion brand snags the space first?