 ... Men like O. J. Gude and, in particular, Douglas Leigh took neon advertising further than Georges Claude and his associates had ever envisioned.Leigh, who conceived and created the archetypal Times Square spectacular, experimented with displays that incorporated smells, fog, and sounds as part of their total effect.... Much of the visual excitement of Times Square in the thirties was a result of Leigh's genius as a kinetic and luminal artist."