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New Era Cap says it will dim proposed LED screens at 300 Lafayette after community feedback
Summary
A representative for New Era Cap told Manhattan Community Board 2 during the public session that the company will dim the brightness and revise renderings for three LED interior screens proposed at its new 300 Lafayette storefront, following concerns raised by neighbors and board members.
A representative for New Era Cap told Manhattan Community Board 2 during the public session that the company intends to revise a proposed storefront design at 300 Lafayette Street after receiving community feedback about illuminated screens.
Marica (Maric) Mauro, who identified herself as the applicant’s representative, said the company’s presentation to the Landmarks/Public Design committees had generated concerns about brightness and visual impact. New Era Cap’s team said it will submit updated renderings to the Landmarks Preservation Commission that include dimming the three interior LED screens to reduce street‑level impact and to better align with the neighborhood’s character. Mauro said the design team will present the revised materials to LPC and to the community.
Board members asked for clarity on the applicant’s name and purpose: New Era Cap (the company behind Major League Baseball caps and apparel) said the storefront would be retail with screens that would display marketing and brand story content; the representative said the intent is to be attentive to neighborhood concerns and to reduce screen brightness at night.
Why it matters: Bright LED displays in landmarked or residential neighborhoods frequently provoke public‑realm and safety concerns—Landmarks guidance generally seeks to limit harm to historic fabric and the visual integrity of districts—and the board urged the applicant to follow LPC guidance and to consult with neighbors in the forthcoming submission.
What’s next: The applicant said it will file updated renderings with LPC and return with specifics to the community board. Board members suggested the applicant work with local stakeholders on brightness and timing controls for the displays.
Ending: The representative asked for patience while updated materials are prepared; the board asked staff to include the LPC submission in the next land‑marks packet so committee members and residents can review the revised proposal before any LPC hearing.
