On Dec. 20, the Beverly Hills Architectural Commission met to review signage and graphics proposals from four different retail applicants located on North Rodeo Drive. All of the applicants are in the process of remodeling or rebuilding their retail locations. Each retailer requested construction barricades that would display “lifestyle graphics” (which can be defined as “any image depicting people in a life-related activity”).
The Michael Kors Collection will be a new tenant at 242 North Rodeo Drive, next to Jimmy Choo. The applicant requested an architectural review for sign accommodations that would include temporary window graphics with business identification signs during construction, and a temporary construction barricade that displays lifestyle graphics.
The Kors architects also requested a second permanent “business identification sign” adjacent to the entrance at pedestrian level that would match the original sign’s stainless-steel letters with brass finish.
“This is a very handsome project,” commented Commissioner James Matson.
Several commissioners said they thought the Michael Kors project fit in well with the Jimmy Choo store next door.
Four members of the commission voted to approve the Kors requests with the following conditions: make sure the awning doesn’t block the street address numbers, enlarge the signage on the construction barricade, and make sure the various signs don’t block one another. (The fifth commission member, Evan Meyer, recused himself due to having financial interests in nearby properties.)
The Bulgari (Bvlgari) building located at 401 North Rodeo Drive was approved for complete demolition and the building of a new three-story retail structure at the site with an outdoor rooftop back on Aug. 17 of last year. At the Dec. 20 meeting, Bulgari asked the commission to allow them to replace their existing solid color vinyl construction barricade with one that displays lifestyle and seasonal graphics that reflect their brand identity.
The new double-walled construction barricade would also include a pedestrian enclosure and walkway painted white with the graphics projecting above it. The barricade would be 24 feet tall, while the building is 28 feet high. So, until demolition begins, the top 4 feet of the old building would be visible.
While commissioners liked the construction barricade design, there were concerns that the exposed 4 feet during demolition would cause too much dirt and debris to fall to the street.
Therefore, the commission unanimously voted to approve the request under the following conditions: the signage size would need to be reduced to conform to city code, the applicant would have to ensure strict safety measures for workers with proper scaffolding and netting, screen the entire building during the demolition phase, and make sure the walkway is accessible to pedestrians, baby strollers, etc.
In other business, at the 337 North Rodeo Drive retail space, tenant Loro Piana also requested an architectural review in order to replace an existing solid-color vinyl construction barricade with one that displays lifestyle graphics. The request passed the Architectural Commission with almost no discussion.
At 366 North Rodeo Drive, the Tory Burch retail space requested the exact same thing: asking to replace an existing solid-color vinyl construction barricade with one that displays lifestyle graphics. The request passed the Architectural Commission with almost no discussion.