I have no issue with one part of downtown being a sensory overload of garish video screens and signs. Love it or hate it, the popularity of it is undeniable and it's arguably become the psychological heart of downtown. The problem has always been the execution: primitive and cheap looking.
The developer decided it unnecessary to design a proper building since the exterior would largely be covered with billboards, etc. We predictably ended up with a lemon. The interior is shockingly awful. I went inside once and vowed never to do it again. The advertisements hide 80% of the exterior but the gaps reveal what a cheap tin can this building is.
Covering the entire exterior with video screens and re-cladding the gaps might help but we'd still be left with that interior. This might be an exercise in throwing good money after bad. Perhaps in 20+ years they need to take this whole block down and start again.