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Historic Lincoln Road signage district: board presses CVS to return with a more site‑specific, artistic sign package
Summary
The Historic Preservation Board continued an application by CVS to replace older neon signage at 306 Lincoln Road, asking the company to return with a design that better reflects Lincoln Road’s unique signage district — including animation or more distinctive, place‑specific art — rather than a generic, corporate package.
The Historic Preservation Board voted to continue without decision a proposal by CVS to replace and modernize multiple exterior signs at its Lincoln Road store (306 Lincoln Road). Staff had recommended approval of a reconfigured sign package using LED contour tubing that mimics neon, but several board members argued CVS should develop a more distinctive, site‑specific proposal that reflects Lincoln Road’s historic “exuberant signage” character.
The store’s proposed package would reduce the total square footage of illuminated channel lettering compared with the existing signage and substitute LED “neon‑look” tubing for exposed neon, a standard modern approach to improve durability…
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