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LPC approves storefront alterations and banner at 122 Fifth Avenue to accommodate new tenant
Summary
The commission approved new storefront infill and a larger-than-staff-size banner at the Seventeenth Street facade of 122 Fifth Avenue (Ladies Mile Historic District) to support a new health‑club tenant; staff-level coordination required for minimally intrusive banner mounting.
The Landmarks Preservation Commission on March 25 approved storefront alterations and a banner at 122 Fifth Avenue (aka 3–7 West 17th Street) in the Ladies Mile Historic District to accommodate a new tenant, a health club called The Altar.
The commission approved LPC 25‑04027 by a 9–0 vote after hearing a presentation from preservation consultant Jonathan Taylor and questions from commissioners about materials, banner size and attachment method. The motion noted that the proposed metal and glass infill would be “simply designed” and compatible with previously approved infill on the large store-and-loft building and that missing decorative trim will be restored.
Banner and visibility: The tenant requested a banner larger than the staff-exempt size (staff rules allow a 3 ft × 2 ft banner). The applicant sought a 3 ft 10 in by 4 ft 6 in banner to improve visibility from Fifth Avenue. The applicant and commission agreed the banner should be mounted on plain painted masonry and that the building owner and tenant will work with LPC staff to minimize any penetrations into masonry joints and to avoid damage to historic fabric.
Public comment: Lucy Levine of the Historic Districts Council supported the proposal with the caveat that double doors under the pediment shown in the earlier master plan be retained if possible. John Graham of the Victorian Society recommended maintaining the existing pair of wood panels that evidence the original service entrance or, if removal is approved, designing new infill that references the historic bay’s bulkheads and cornice; he raised concerns about drilling into stone for the banner supports and urged installation in mortar joints or nonhistoric material where possible.
Commission discussion: Commissioners broadly found the modern, predominantly glazed infill compatible with the building’s scale and context and accepted the larger banner size on the basis of the district’s commercial character and precedent for identifying side‑street entries. Commissioner Chapin moved approval; Vice Chair Bland seconded. The vote was 9–0.
Next steps: LPC staff will review banner attachment details and finish samples before permit issuance.
