LPC tells Brill Building tenant to drop canopy, mount signage in louvers

The Landmarks Preservation Commission on July 22 approved signage and a window sign for a Broadway storefront at the Brill Building, an individual Art Deco landmark at 1613 Broadway, but directed the applicant to eliminate a proposed canopy and mount letters within the building’s historic louvers above the storefront. Why it matters: The Brill Building occupies a high‑visibility corner in Midtown and is an individual landmark; the commission weighed the building’s historic metal louvers and the adjacent primary entrance when limiting new projecting elements. Applicant Building Brothers proposed a marquee similar to an historic corner canopy on the building and illuminated channel letters reading “The Escape Game,” plus a 32‑inch circular lock logo mounted perpendicular to the canopy and an illuminated interior window cabinet. Project representative Matt Caljo noted historic photos showing canopies and corner marquees on other elevations and said the tenant’s sign would match the corner marquee style already visible at the building. Several preservation groups registered concerns. George Caldoraro of the Art Deco Society of New York said the proposed canopy and lighting would “interrupt and obscure the distinctive deco inspired metal band of louvers between the first and second floors” and said the canopy would distract from the building’s brass and polished granite main entrance. Kaylee Johnson of the Historic Districts Council told the commission that signage should not violate the strong horizontal louvers and called the proposed obstruction inappropriate. Commissioners agreed the window sign and backlit letters could be appropriate given the building’s context in a heavily illuminated Times Square commercial corridor, but that a new projecting canopy adjacent to the ornate pedestrian entrance would detract from the primary entrance and the louvers. Commissioner Master moved to approve with the modification that the canopy be eliminated and the signage be mounted within the louvers above the storefront; Commissioner Jefferson seconded. The vote: 8 in favor, none opposed. Chair Carroll; Commissioners Chen, Goldblum, Ekwuembe, Jefferson, Mahan, Master and Wilder voted aye. The commission approved reduced signage set into the louver band and preserved the main entrance’s visual primacy. Staff will coordinate final mounting details to ensure the signage does not damage historic louvers.