Landmarks approves New Era store signage at 300 Lafayette with condition to study diagonal screen

The Landmarks Preservation Commission voted 8-0 April 29 to approve New Era Cap’s application to install a set of exterior signs and three interior-mounted digital screens at its flagship store at 300 Lafayette Street, on the edge of the SoHo Cast Iron Historic District Extension, but directed the applicant to study the size and illumination of a large diagonal screen with staff before final installation.

The commission’s approval covers a mix of illuminated and non‑illuminated signage, two storefront video screens and a larger diagonal interior screen above the corner entry. Commissioners said the proposal keeps ground‑floor transparency while acknowledging the building’s modern design and the heavily commercial character of the intersection at Lafayette, East Houston and Crosby Streets.

The proposal, presented by Marika Morrow, senior manager of retail operations for New Era, and architects from TPG, included technical information from Planar, the proposed screen manufacturer. John Fox of TPG described the brightness controls and automatic dimming features the screens will use, saying, “The screens all 3 screens will be connected to a control system that has the ability to automatically adjust the screen brightness in response to the amount of sunlight.”

Why it matters: Commissioners weighed the storefront’s transparency, the scale of the screens relative to storefront bays, and the district context. Several speakers at public testimony — including Pete Davies of the Broadway Residents Coalition and Christina Conroy of the Victorian Society of New York — urged the commission to limit or reject the screens, saying the diagonal screen was too large and too prominent for the district.

Public comment and applicant response

Pete Davies testified for the Broadway Residents Coalition that he was "concerned about the diagonal screen," saying it would have "an overwhelming impact" and arguing its lighting could be visible down Houston Street.

Christina Conroy for the Victorian Society said the building’s glass facade is “made less compatible with a historic district designated for its cast iron and masonry buildings” by the applicant’s proposed "multitude of eye catching signs," calling the diagonal LED screen “an enormous LED sign proposed just inside the entrance” that she compared to signage more appropriate to Times Square.

New Era representatives said they reduced the screens’ maximum brightness from 3,000 nits (as previously presented to community board) to 1,600 nits, reduced the size of the vestibule screen by 26 square feet since the community board presentation, and said the screens will never be set to maximum brightness at night. Richard Condis of Planar demonstrated an in‑room sample and explained that brightness is adjustable in small increments and can be automatically dimmed by a light sensor.

Commission discussion and findings

Commissioners repeatedly noted the intersection’s commercial character and existing large-format displays nearby. Commissioner Laffey said she appreciated the applicants’ responsiveness and that the proposal "works" in this busy corner, adding, "I can approve this." Several commissioners flagged the diagonal screen…