Elon Musk’s recent publicity stunt to rebrand Twitter by installing a strobe-lit “X” on top of the company’s San Francisco headquarters has faced backlash from neighbors, leading to the removal of the installation. In a 19-second video, Musk showcased the illuminated logo pulsating in the night sky, expressing his excitement. However, many Bay Area residents were not pleased with the new addition. One resident, Christopher Beale, tweeted a video showing how the flashing X sign intruded into his apartment, referring to it as an eyesore. While the sign was temporarily dark on Saturday, it reappeared on Sunday.
The rebranded Twitter headquarters on Market Square is surrounded by apartment complexes such as NEMA, Essex Fox Plaza, and AVA 55th Ninth. Another Twitter user expressed frustration at having such a glaring sign directly across from their bedroom, criticizing its abnormality and negative impact on city living. The Department of Building Inspection has initiated an investigation into the sign as it may be considered an unpermitted structure on the roof. Complaints have been filed regarding the illuminated logo.
Twitter, despite earning $4.4 billion in revenue in 2022 mainly through advertisements, is not without its financial struggles. The company is currently facing litigation in San Francisco over unpaid rent amounting to $136,260. Some users pointed out that if Musk fails to pay his bills, the shining sign may not stay for long. Previously, Musk’s operation was evicted from its Boulder office for non-payment of rent. In another incident, Twitter was confronted with a complaint from its previous landlord in Denver, alleging rent payment delays.
The installation of the light has raised questions among X users about whether Elon Musk obtained the necessary permits for its construction, or if he will consider the concerns of the neighbors and deactivate it. The situation has escalated to the point where a Boulder County judge has ordered Twitter to be removed from its Colorado offices due to unpaid expenses. These expenses also include outstanding cleaning fees at a separate location in Colorado.
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