Commission presses Technogym landlord to remove astroturf sign and tone down storefront changes at 380 West Broadway

The commission declined to act Dec. 16 on a request to legalize multiple storefront changes at 380 West Broadway, where the fitness-equipment retailer Technogym installed signage, a turf-backed platform sign, and replacement doors without prior LPC permits. The applicant's architect, Behan Karahan, said some changes were made after permits were closed and that the tenant's global branding motivated the champagne-finish doors and interior lighting.

Public commenters representing preservation groups urged denial. Christina Conroy of the Victorian Society argued the combination of four illuminated signs and a turf platform was excessive and inconsistent with the Soho Cast Iron Historic District Extension. Conroy said the internally illuminated display signs distract from designated features and called the champagne-clad doors "inappropriate in terms of proportions, materials, and finish." Commissioners agreed several elements could be staff‑approved if the applicant reduced the number of sign types, but they were uncomfortable legalizing the full package. The commission took no action and directed the applicant to work with staff to remove or modify items so the remaining elements could be eligible for staff review.