Renderings from Bruno Kearney Architects reveal a new TD Bank retail location within the historic Brill Building at 1619 Broadway in Midtown, Manhattan. Located on the corner of West 49th Street, the property was originally constructed around 1931 and was designated a landmark in 2010 for its ornate Art Deco façade. The prominence of the building requires approval of all proposed work by the Landmarks Preservation Commission (LPC).
Despite objections from Community Board Five, the commissioners ruled that the proposed construction will have no adverse effect on the historic façade and has allowed permits to proceed.
The architect’s presentation to LPC relied heavily on a 2010 precedent, at which time the commissioners issued approvals for the installation of over 9,700 square feet of illuminated retail signage. To date approximately 7,600 square feet of signage has been installed spanning both Broadway and 49th Street elevations thereby obscuring the protected façade.
The proposed retail signage for TD Bank is paltry in scale compared to the behemoth billboards currently on display.
Renderings of TD Bank signage at 1619 Broadway – Bruno Kearney Architects
Illustration of previously approved signage at 1619 Broadway circa 2014- Marvel Architects
Rendering of previously approved signage at 1619 Broadway circa 2014- Marvel Architects
Additional construction includes the installation of two double-door glass entrances into the bank, the removal of existing glass lights to accommodate TD Bank signage, a new fixed aluminum louver, and an internally illuminated TD Bank logo that will be viewable along 49th Street.
The project team has not announced an anticipated construction date for the new TD Bank.
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Just what NY needs, more signage..,
If you can’t have some signs on the Brill Building, the home of ‘pop music’ for decades, then where?
David actually loves it, but he lost a bet with the Devil and is now cursed to post negative comments on this site once a day for eternity.
Wow. It’s hardly anything. When I think of Times Square signage I really don’t think of this. So, I don’t really understand your criticism and I actually think it’s not that bad looking overall.
@Michael- Lol!
Don’t forget what went on here