ATLANTA (Aug, 27, 2014) - Chiming in on the legal dispute over placing large signs on the landmark Promenade office tower in Midtown, well-respected Atlanta architect Thomas Ventulett III, says signage would "certainly diminish the dignified character and aesthetic design of the spire and lighting at the top of the building."
He opines aout the impact in an affidavit in support of the motion brought by the lead tenant and plaintiff in Smith, Gambrell & Russell in Smith, Gambrell & Russell v. 1230 Peachtree Associates LLC, No. 2014CV250516.
"In my opinion, the installation of the proposed signs would be a substantial alteration to the external appearance of the Promenade. As the architect for the building, I believe the proposed signs would materially change and certainly diminish the dignified character and aesthetic design of the spire and lighting at the top of the building. None of the truly architecturally distinguished buildings in Midtown are adorned with signs, thereby preserving a distinctive skyline without signs appearing like advertising billboards."
"Buildings become ordinary and background when adorned with signage as advertising," wrote Ventulett. "The Promenade was never intended to have signs attached near the top of the building where its distinctive architectural features and lighting appear."
The design expert clearly wouldn't agree with my previous post, but to each his own I suppose. Stay tuned as this fascinating commercial real estate legal action evolves.