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535 Broadway storefront plan advances; committee raises concerns about graphic panel and transom alignment
Summary
Applicants for 535 Broadway proposed a new storefront and a fixed graphic panel set back behind glass. Committee members and a neighborhood resident urged continuation of the transom line and cautioned about the scale and character of graphic displays in the district.
Mary Dirichs, preservation consultant, and David Coleman of Tricarico Architecture presented a proposal for a new storefront at 535 Broadway in SoHo. The building dates to the mid‑19th century; applicants said the existing storefronts are not historic and proposed exposing an existing cast‑iron pier and installing a new storefront with larger glass areas and a fixed illuminated graphic panel (described as a Duratrans light box) set back roughly 2 feet 5 inches from the glazing.
Concerns raised: committee members and public commenters pressed the applicants on proportions and continuity with adjacent storefronts. Anita (committee member) suggested continuing the transom line across the adjacent storefront to avoid a “three‑personality” effect on the block. Pete Davies of the Broadway Residents Coalition and other commenters argued that oversized or illuminated graphic walls undermine the district’s character; Davies cited a recent case (Aritzia) where a staff‑level approval for a large illuminated interior display was opposed.
Applicant response: the team said the proposed Duratrans panel is a fixed printed image in a light box (not a moving LED screen) and that the panel sits about 2 feet 5 inches back from the glazing and aligns with internal security and grille elements. They said Landmarks staff had recommended the cove lighting and some elements of the proposal and that the ramp inside responds to ADA requirements (the internal ramp is intended to provide entry access for an approximately 8‑inch riser).
Committee direction and next steps: the committee asked the applicant to clarify the panel’s lighting (applicants stated it is a fixed light box), provide additional street‑level examples of approved cove lighting or graphic treatments in the district, and consider continuing transom lines or other proportioning moves to help the storefront read consistently with adjacent properties.
Ending: The presentation closed without vote. The committee will discuss recommendations during its business session and asked the applicants to provide examples and final materials before a decision or formal recommendation.
