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LPC approves Northwell signage for Greenwich Village hospital to improve wayfinding
Summary
The Landmarks Preservation Commission approved two revised monument signs for Northwell Greenwich Village Hospital, citing navigational needs for an expanded facility; community board 2 had recommended approval.
Northwell Greenwich Village Hospital received approval May 6 from the Landmarks Preservation Commission to replace two previously approved monument signs on Seventh Avenue at Twelfth and Thirteenth Streets.
The change, which the commission approved with an 8–0–1 recorded vote (eight in favor, none opposed, one abstention), replaces stainless-steel, low-contrast signs with a branded Northwell design intended to improve pedestrian and vehicular wayfinding to the hospital. "It's a sign designed to really highlight the fact that this building is now a hospital," Jonathan Cogswell, vice president of Manhattan development for Northwell, said during the public hearing.
The hospital — originally adapted by Lenox Hill Health from the former Saint Vincent's medical offices and, as presenters said, now expanded to include cath labs, electrophysiology labs and an inpatient unit — asked for the new signs to reflect its systemwide branding and to make emergency and department wayfinding more legible. Aaron Ruhley of Higgins Quasebarth and Partners presented the proposal and noted the existing cut-through, internally illuminated letters on stainless steel were difficult to read at night because of low contrast and reflections.
Commissioners discussed visibility, illumination methods and how the signs relate to the building and plaza. Commissioner Goldblum asked for clarification about which panels would be internally illuminated; the applicant explained that the white top panel would be backlit and the colored wayfinding panels would use push-through illuminated letters. Commissioner Lotfi characterized the change as beneficial for people finding the hospital, while Commissioner Chirsey said the new signs feel "more like signage than what was there before" and therefore reduce visual confusion with the landmarked building.
The commission's approval notes the signs will be mounted on the existing stainless-steel bases, will be nearly the same overall size, and that the horizontal, low-height orientation will not conceal significant architectural features of the Greenwich Village Historic District. Manhattan Community Board 2 had voted unanimously to recommend approval of the application.
The application record is docket LPC-25-09572. The commission's motion finding the work appropriate cited the building's continuing use as a hospital with emergency services to justify the amount of illuminated signage requested.
The applicants indicated the new signs will be installed on the existing plinths in the same locations and that the illuminated elements are intended to improve safety and wayfinding for patients and visitors. No additional formal conditions were recorded in the hearing beyond standard staff review.
