Promoting Appropriate Alterations

The next factor affecting the historic resources of 14th Street and Union Square is the most concrete: alterations to the built fabric as a result of use conversions or periodic aesthetic “upgrades.” Façade alterations are the most common architectural characteristic in the Study Area, and affect our ability to “read” history in the streetscape. At its best, the haphazard juxtapositions of style, materials, signage and building type (reflecting different uses) creates a richly layered atmosphere attractive to economic and social diversity; at its worst, this parti-colored streetscape threatens to obscure 14th Street’s oldest and rarest substrates of built fabric.

The historical and architectural variety of buildings in the Study Area, discussed in depth in this document, is largely obscured on the current streetscape. Large awnings, unifying cornices and signs dominate the ground floor and represent the street’s current commercial character with mostly middle and low-end retail. Since many of the buildings are old and some were not built with retail in mind, most of the storefronts on the street are later additions. Flashy signage has been a characteristic of 14th Street since the early 1900s and the Plan proposes to maintain this diversity.

However, it seems that today one encounters two separate streets: a non-descript and monotonous ground floor, and upper levels displaying rich architectural styles. The goal is to propose storefront designs for the previously identified historic resources as a way of showing how sensitive design can respond to the existing architecture of the building and the modern needs of commerce without compromising the nature of the street as a bustling shopping area. Ultimately, these storefront designs will also enhance the hsitorical “legibility” of the buildings.

Since 14th Street is not considered an economically disadvantageous area and therefore not eligible for many economic incentives, finding appropriate economic tools to help with this issue has been a difficult process. For non-designated buildings, the Plan proposes the implementation of a Retail Assistance Program to be administrated by the street’s BID or other non-profit community organization.

This program will promote the removal of illegal awnings and canopies, as well as give recommendations for appropriate façade alterations. It can organize storefronts workshops and coordinate efforts to improve the streetscape through adding plantings and street furniture. This program should provide technical assistance, apply for and administer grants obtained from various city agencies. If the Plan’s recommendations for landmark designation should come to pass, the Landmark Preservation Commission will publicly review new designs in order to induce appropriate alterations.

Example: The Dix Building

15. Tax photo of the base of the Dix Building, 1939.

16. Current storefront.

The considerations for the design of the new storefront for the Dix Building at 116-118 West 14th Street involved a thorough analysis of the façade, a study of historic photos, and a working knowledge of the historic significance of the building (Figure 15). The current storefront and signage combination is not appropriate for this building because the long horizontal sign cuts the building off in a way in which the building appears to be “floating” above the sign and the insensitive storefront below. The current storefront does not respond to the entire building in any way. It does not follow the existing rhythm of the fenestration or the massive feeling that the building portrays through the use of massive material. The storefront is also unbalanced and confusing to the observer (Figure 16).

The proposed new design of this building’s storefront would therefore continue the rhythm and pattern of the fenestration and the materials of the building down to the street level. The sign would also be broken up into two wire mesh sign holders on each end of the building above the first story. While two vertical blade signs would project from the pilasters on the center of the facade beginning at the top of the third story and ending at the top of the first story (Figure 17). In this way the vertical signs accentuate the verticality of the center, while the wire-mesh signs do not detract from the distinguishing qualities of the building. This scheme opens the center of the building to create a grand two-story entranceway that is much more inviting to the customer and more responsive to the entire building.

17. Design proposal for storefronts of the Dix Building.