DeBeers sought to install its signature colors on landmarked storefront. The DeBeers retail store, located on the ground floor of the St. Regis Hotel, an individual landmark at 699-703 Fifth Avenue at 55th Street, sought to modify a March 2003 approval for new storefront infill. The modifications included replacing the arched windows’ translucent glass with opaque aubergine glass, covering the masonry with opaque aubergine glass, installing white lettering on the aubergine awning, and replacing pin-mounted lettering with metal adhesive lettering. Landmarks denied the application, finding that covering the masonry above the display windows and replacing the arched windows would destroy the pattern of solid and glass. Landmarks also found that the proposed signage would be excessive and the cumulative effect of the changes would draw undue attention. (more…)