I suppose it's sort of an icon, just not the one they were going for

The main road sign had long been covered up by banners promoting a proposed development for the Montgomery Ward site, branded as "The Icon", which obviously never happened. The banners first showed up shortly after the last economic crash, and nothing happened all the way up to the current one (OK, it's not a general economic crash like in the late 00s, but development projects have stalled out in much the same way as they did back then).  

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