Commission approves additional Pure Medical Spa wall sign but urges dark color to match modern facade

The Appearance Commission voted May 13 to allow an additional wall sign for Pure Medical Spa at 4801 Gulf Road, with a condition intended to preserve the building’s distinctive black‑and‑white facade.

Sign contractor Abid Sharif told the commission the spa’s owners were losing customers who could not find the tenant within a multi‑tenant site and requested a sign on the west elevation to improve visibility. Staff said the request is consistent with a previously approved variance for the eastern facade and raised no objections.

Several commissioners said the building’s modern black-and‑white appearance should be preserved. A commissioner said a red or orange sign could make the spa read as part of nearby retail rather than a distinct tenant and urged the applicant to match the building’s darker accents. Another commissioner noted that matching an older, weathered BMO orange would be difficult and recommended the sign remain black or closely match existing materials so the clinical spa identity remains legible and the building’s architecture is respected.

The commission’s motion granted the requested variance with a stipulation that the west elevation sign be black or otherwise match the building’s existing color palette; the motion passed by roll call with all members voting in favor. The applicant said the owner prefers a brighter color but was open to revisiting the color selection with the applicant’s team.

The approval allows the applicant to move forward with permit submittals and requires the applicant to coordinate final color selection with staff.