Contrary to a view of the Linguistic Landscape (LL) as a collection of road and traffic signs, commercial signage, graffiti inscriptions, and other physical objects, this chapter treats the LL as discourse. In this approach, a visible unit of the LL is understood to mediate between a sign instigator and a sign viewer. The sign viewer is often a passing stranger whom the sign instigator will try to engage as an interlocutor. While the sign viewer’s reply is usually not articulated linguistically, it can be understood in light of the viewer’s subsequent behaviour, understanding, affect, or other modes of reply. The LL unit is seen as a performance which displays text in particular ways that are shaped by the pragmatic intentions of the sign instigator, discourse framing, and LL genre. This perspective argues against the restriction of the LL to written units. Urban diversity in the LL is thus understood in terms of a set of separate but interrelated discourses. In addition to examples of conversational maxims and speech acts at work, the chapter examines the overseas Irish pub as a complex LL genre, using data from New York, Chicago, Montreal, Liverpool, and Vienna.