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Restaurateur Jeff Zalaznick says the "most iconic sign in fine dining" only exists because an angry former tenant shattered the original out of spite: “The sign is a crazy story.” “We'd been looking for a space for Carbone for over a year.” “One day a guy came up to me and said, ‘I think I have a space you might be interested in.’” “As we're walking up the block, I look at him and say, ‘We'll take it.’ Just from seeing the sign.” “The place is a mess. It hasn't been maintained in years. There's some old Italian guy in the corner smoking cigarettes that's been there not paying rent for six months.” “We put in the lease that we needed the sign. The sign had to stay. It didn't seem like a big ask.” “It's this old sign that says ‘Rocco Wines & Liquor.’” “Right before we were going to execute it, I get a phone call that the owner wants $10,000 for the sign to keep it there.” “Even though we gave him the money, in classic New York fashion, he was so angry that he was being removed, even though he hadn't paid rent in close to a year.” “When I show up on January 1st, there's shattered glass. All the neon had been shattered by him as like a ‘fuck you’ on the way out.” “After a few minutes, I'm like, I think this guy gave me the biggest gift he could have given me.” “We're going to keep this sign and instead we're going to put ‘Carbone’ in neon on top of the Rocco sign and put back the Wines and Liquor.” “And that became what is probably the most iconic sign in fine dining restaurants in the world.” “Only because he broke all those lights did it become the quintessential Carbone sign that it is.”

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