I love it. The blue against the letters is an attractive mix on the apron and the lettering reminds me of the neon lights outside of most old-fashioned diners.
Just curious, what kind of spin does "a new musical" have as opposed to "the musical?" This is something I'm gonna want to keep in mind when I write shows.
It will come in this season. At the ART season preview they were apparently doing prizes of some sort, and one of them was opening night tickets to Waitress on Broadway (though as far as I know, dates, theater, cast, etc. are unknown). I even asked on Facebook if it meant the show was OFFICIALLY going to NYC and they replied with a very definite yes. So unless anything changes, it will be coming in (springtime I assume).
Its definitely eyeing a specific theatre as well. In one of Michael Riedel's article's, he said that its opening Spring 2016 in a "small shubert theatre." Im guessing the Schoenfeld, Broadhurst, and Belasco for Waitress, Tuck Everlasting, and American Psycho respectively.
This artwork does not have the same functional focus at ART as it would be on Bway. Also appropos of a discussion about certain Bway marquees a few days ago, there is no connection whatsoever between the design of the artwork and the design of the curtain. The former presumably emanates from ART marketing (and/or their contractor) whereas the latter is within Scott Pask's bailiwick.