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ARTES MAGICAE (002) DRB SIGN PERMIT 1993 Artes Magicae —— \ 2 Lynde Street r CoP `( John Vose Goff Historic Preservation & Design Post Office Box 8655, Sa?em, Massachusetts 01971 Telephone and Fax: (508) 741-1767 FAXLETTER. i page total. Plaase -call If problems with reception. Date: May 12, 1994 To: Ellen Dubinski, DRB, Planning Department, City of Salem -7 Zl8 ( � Re: Ornament for "Artes Magicae" Building, 2 Lynda Street, Salem Dear Ellen: My brother Rory called me today to let me know that his pressed metal ornament which is to be installed above the Artes Magicae entry door arrived recently. As you may recall, Aries Maglcae proposed, and received permission, to install the ornament and a flag above the door at a recent DRB meeting. We talked about finish troahnent; primarily the notion of mixing sand into paint and trying to make the metal ornament look like cast stone, as suggested by Dan Pierce at the recent DRB meeting. in some parts cf $Wem, ornaments are mace of cast stone, and the cast stone works very successfully. However, when we put the full scale ornament in its position above the door, and thought about what would work best or, this structure (which has no other cast stone), Rory and I both came to the conclusion that It would be far better to let the pressed metal "work" as pressed metal-- and not try to fake a different materlal. The nollon of a new "stone" color to this object would Also serve to further complicate a;wilding pall ette which is already very busy. The front already has red bricks, white painted sheat metal (cornice), white wood (trim), glass, and black-and-gold decoration (shop sign). To simplify and unity the new ornament both with the existing building, and with the adjacent shop sign, I expressed ttre opinion that it might be better to finish the new 'carved" ornament largely with gold leaf and to rnount it against a black piece of plywood which would basically fill the panel above the door. Rory would like to further ornament the interior center portion of the ornament with black, minor gold Nghifylis, so the whole thing would harmonize with Itself, with the adjacent sign, acid with rest of the storefront. As things stand now, Rory and Nancy would like to receive some final go-ahead or permission before they proceed In t.lis new direction. It is a more expensive route to take, but I think it Is the only appropriate solutlon for thic, context, and It would help support high-quality design in downtown Salem. please copy this letter 4o other members of the Design Review Board (including Dan Pierce and '=red Johnson) and iet me know If i can be of further assistance. Sincerely yours, John V. Goff '0 Y{ �� � i'4 � .,, � �' -._.� , � � A �� � � � � �� �. � .�� I:�� � . � .. I ��' � ,..� - - .. �s 111 III III 111 1: ill 7717 I 1 �I1 :����• � � � rte. �� 'IFI 'I'I' ..•: . �I FY� . ' -. . 11 ''I V —�� 2 � �,. c �: _.. _ �r f�iA�®��7��� �' ;,� - ,� __ �, ■���� �-' J+�iuCej �_L7l��w r i� _ _ �� � !� �::, �I , � n �q � � °' '�► , � �,� - �, � � �„ rl ,S ,-. �', f,1� �' � � � .� It r �`�' �� � �:-, ,,sit. � ^4 � � WWWIII �1 ��� ''ff 1 Ilrj�` :�Y' I r �i 'tili ' � � ��' -�-y 7 - __ No. 3038 20%"a 42/1 ;ab YA tm� � W 3go 6 � y� j yyy Ri y _ R cen R - i I John Vose Goff Historic Preservation & Design Post Office Box 8655, Salem, Massachusetts 01971 (508) 741-1767 February 16, 1993 Mr. & Mrs. Rory Goff 57 Mount Pleasant Street Apartment 2A Rockport, MA 01966 Dear Rory & Nancy: Thank you for showing me photographs of your new retail space on Lynde Street in Salem which you plan to occupy next month. I understand that you will be opening a store called "Arles Magicae" [Magical Arts] which will primarily specialize in new, used and antique Occult Books. Although I have not yet visited your new store, here are my initial reactions to your photographs and scheme: 1) Red Line: I think your business may prosper from being located on the Red Line (Heritage Trial) which links the nearby Witch Dungeon Museum with the new Visitor's Center in Salem. It seems reasonable to suppose that people travelling this path will be looking for new and related "sights to see" and that your shop can both benefit from its proximity to the museum, and potentially contribute to the visitor's experience of Salem. 2) Sidewalk Footsteps: You might consider adding red "footsteps" to the Red Line on the sidewalk in front of your shop to show that people can leave the line to enter your shop. The Essex Institute did this to a major portion of their sidewalk which fronted on the Red Line, and I believe many people enjoyed leaving the rigid line to follow "footsteps" to enter a building. The Essex Institute made footsteps cut from red contact paper or thin vinyl with adhesive backing; you might follow this example so the footsteps could be easily removed or relocated in the future. 3) Sign Type:Your storefront derives great strength from its nicely proportioned cornice, and straightforward geometry with brick pilasters, and multi-paned window. I believe the store could be made even more attractive with a long horizontal sign placed above the window. I have no preliminary objections to your proposed use of a gold-on-black sign or to your proposed use of an Antique Caswell (all capitals) font, although a straight Roman type font might be preferred. You might produce large scale mock-ups of both fonts, to see which looks better, and consider using bold and shaped applied letters. i r 4) Windowbox (?): The present storefront seems to be lacking visual interest in two places: below the window, and above the door. At some point in the future, you might consider installing a long, linear windowbox at the lower window sill, to provide visual interest to this portion of the facade. 5) Ornament over Door:At some point, you might also consider adding an architectural ornament above the front door to better distinguish the entrance. Kenneth Lvncb&Sons of Wilton, Connecticut used to produce a line of fancy sheet metal ornaments that are very traditional, which have much the appearance of carved wood. I understand that this product line has recently been acquired by the Norman Company, and will request that the company send you their latest catalog and price list. A number of the fancy shields illustrated on pages 16 - 18 of the Lynch catalog are very attractive, and could look nice if painted, and if sized to compliment the sign band. 6) Interior ceiling: In the future, you might chose to continue the 'traditional pressed metal' look by installing an 1890s-style high painted tin ceiling on the interior. I understand that your space now has a drop ceiling and fluorescent lights in the interior, and that these elements create a rather conventional commercial interior, which lacks interest. 7) Exterior Paint Scheme: You might give careful thought towards ultimately creating a harmonious color scheme for the whole exterior. I find the present "pink' color to the. door rather offensive, and would prefer it if the door were repainted a darker red, or another color. You might consider painting the door a white (or off-white) to match the window muntins, cornice and trim around the window--then black items are always "added" items, e.g. the sign, the oil fill spout, and the wrought iron grille on the front door. The color scheme then becomes red (bricks) with white wood trim, and black "added" elements with selective use of gold for accent. 8) Architectural Drawings: I would be happy to assist you with facade renovations and presentation drawings in the future. Please do not hesitate to call me if you have any questions about architectural matters. I have prepared this letter primarily to help you make immediate design decisions within the larger (and future) context of improving the store and building as a whole. Due to my potential conflict of interest as member of the Design Review Board in Salem, I will refrain from presenting your concept or reviewing your scheme at the February 17, 1993 meeting. Sincerely yours, John V. off F 1 ART.ES _ MAGIC.A.E� . u I: � 1 rA fiolr/// / 4 L( 4 Plow I I / co, I � O1 1� -Xo io„ . s 317193 {y1{JIr L LIr r� r Vis- ` rT - ?r .��s-: rte•..--... ». - '- -: :.. . �_- - ?`� �_� Bn iv.'.•A,eF.s a4 -i� +�,1�. y��Aly� i. 4 i� SaiemRE Redevglo meat Authority E!E7H0NE 744-6900 •..J ONE SALEM CREEK. �ALE!n, MASSACHUSETTS 019?^ 44-4590 SRA FEE SCHEDULE CAPITALIZATION LOAN Loan Application Fee: 75 . 00 Loan Origination Fee: 1 point (payable at closing) FACADE EASEMENTS Donation of Facade Easement 150 . 00 DESIGN REVIEW Signs and Canopies 25 . 00 Design Review of Project with a total construction budget less than $10 , 000 25 . 00 Design Review of Project with a total construction budget greater than $10 ,000 but less than $50 , 000 50 . 00 Design Review of Project with a construction budget greater than $50 , 000 but less than $100 , 000 150. 00 Design Review of Project with a total construction budget greater than $100 ,000 but less than $500, 000 250 . 00 Design Review of Project with a construction budget greater than $500,000 500 . 00 jm\srafee SALEM REDEVELOPMENT AUTHORITY DESIGN REVIEW BOARD SIGN APPLICATION Date of Application: Fes•/S , /1793 ,SO g,-74S- Fi'394 Applicant Name: R7-ES M ciCL /Qm2y,A14A1C G 546-C/2 8� KoKL r Phone # Location of Building: 2 L y 1pc S- 7-. Number Street Owner of Building: SAL LROSI.154 L Sign Designer : ROXY -NAA/Cy 6OFFI AR,= Name of individual company Sign Type ( Check more than one if necessary) Wali/Facade Temporary Protecting Banner Window Mechanical Other Sign Illumination Internal Bare Bulb Indirect None Other Submission Requirements: All items must be received two ( 2) days prior to meeting. ( Please check ) 1. Detailed scale plan of sign 2. Color samples d �dtD 3 . Letter type/style AA17-16e✓E- 4 . Method of attachment ✓ Tj/RrNCu-B� SIGN �ACLr jg 1.0 ,- SNii<d wN�et d r 5 . Method of lighting CDT PA�N7s� SCacc� 6. Location of sign on building: Drawing Polaroid 7 . Fee Approval Denied: Approval Recommended: Date Approved: EX/DRBSIGNS I Salem Redevelopment Authority A TELEPHONE 744-6900 ONE 5 Eh1 GnEEN. ALEM, f.;ASSACH'J SETTS 01970 744-4580 SIGN REVIEW PROCEDURE WITHIN THE URBAN RENEWAL AREA 1 1 . Applicant completes Design Review Board sign application. 2 . Design Review Board (DRB) reviews submission and makes a recommendation to the Salem Redevelopment Authority ( SRA) . Applicant or sign maker should attend DRB meeting. 3 . SRA reviews submission for final approval . 4 . Following SRA approval , applicant obtains sign bond and will receive an approved Sign Permit from the City Planner . 5 . Applicant takes approved Sign Permit to the Building Department for final approval . John Vose Goff Historic Preservation & Design Post Office Box 8655, Salem, Massachusetts 01971 (508) 741-1767 February 16, 1993 Mr. & Mrs. Rory Goff 57 Mount Pleasant Street Apartment 2A Rockport, MA 01966 Dear Rory & Nancy: Thank you for showing me photographs of your new retail space on Lynda Street in Salem which you plan to occupy next. month. I understand that you will be opening a store called "Artes Magicae" [Magical Arts] which will primarily specialize in new, used and antique Occult Books. Although I have not yet visited your new store, here are my initial reactions to your photographs and scheme: 1) Red Line: I think your business. may prosper from being located on the Red Line (Heritage Trial) which links the nearby Witch Dungeon Museum with the new Visitor's Center in Salem. It seems reasonable to suppose that people travelling this path will be looking for new and related "sights to see" and that your shop can both benefit from its proximity to the museum, and potentially contribute to the visitor's experience of Salem. 2) Sidewalk Footsteps: You might consider adding red "footsteps" to the Red Line on the sidewalk in front of your shop to show that people can leave the line to enter your shop. The Essex Institute did this to a major portion of their sidewalk which fronted on the Red Line, and I believe many people enjoyed leaving the rigid line to follow "footsteps" to enter a building. The Essex Institute made footsteps cut from red contact paper or thin vinyl with adhesive backing; you might follow this example so the footsteps could be easily removed or relocated in the future. 3) Sign Type:Your storefront derives great strength from its nicely proportioned cornice, and straightforward geometry with brick pilasters, and multi-paned window. I believe the store could be made even more attractive with a long horizontal sign placed above the window. I have no preliminary objections to your proposed use of a gold-on-black sign or to your proposed use of an Antique Caswell (all capitals) font, although a straight Roman type font might be preferred. You might produce large scale mock-ups of both fonts, to see which looks better, and consider using bold and shaped applied letters. 4) Windowbox (?): The present storefront seems to be lacking visual interest in two places: below the window, and above the door. At some point in the future, you might consider installing a long, linear wndowbox at the lower window sill, to provide visual interest to this portion of the facade. 5) Ornament over Door: At some point, you might also consider adding an architectural ornament above the front door to better distinguish the entrance. Kenneth Lynch& Sons of Wilton, Connecticut used to produce a line of fancy sheet metal ornaments that are very traditional, which have much the appearance of carved wood. I understand that this product line has recently been acquired by the Norman Company, and will request that the company send you their latest catalog and price list. A number of the fancy shields illustrated on pages 16 - 18 of the Lynch catalog are very attractive, and could look nice if painted, and if sized to compliment the sign band. 6) Interior ceiling: In the future, you might chose to continue the "traditional pressed metal' look by installing an 1890s-style high painted tin ceiling on the interior. I understand that your space now has a drop ceiling and fluorescent lights in the interior, and that these elements create a rather conventional commercial interior, which lacks interest. 7) Exterior Paint Scheme: You might give careful thought towards ultimately creating a harmonious color scheme for the whole exterior. I find the present "pink" color to the door rather offensive, and would prefer it if the door were repainted a darker red, or another color. You might consider painting the door a white (or off-white) to match the window muntins, cornice and trim around the window--then black items are always "added" items, e.g. the sign, the oil fill spout, and the wrought iron grille on the front door. The color scheme then becomes red (bricks) with white wood trim, and black "added" elements with selective use of gold for accent. 8) Architectural Drawings: I would be happy to assist you with facade renovations and presentation drawings in the future. Please do not hesitate to call me if you have any questions about architectural matters. I have prepared this letter primarily to help you make immediate design decisions within the larger (and future) context of improving the store and building as a whole. Due to my potential conflict of interest as member of the Design Review Board in Salem, I will refrain from presenting your concept or reviewing your scheme at the February 17, 1993 meeting. Sincerely yours, John V. Goff John Vose Goff Historic Preservation & Design Post Office Box 8655, Salem, Massachusetts 01971 (508) 741-1767 February 16, 1993 Mr. & Mrs. Rory Goff 57 Mount Pleasant Street Apartment 2A Rockport, MA 01966 Dear Rory & Nancy: Thank you for showing me photographs of your new retail space on Lynde Street in Salem which you plan to occupy next month. I understand that you will be opening a store called "Arles Magicae" [Magical Arts] which will primarily specialize in new, used and antique Occult Books. Although I have not yet visited your new store, here are my initial reactions to your photographs and scheme: 1) Red Line: I think your business may prosper from being located on the Red Line (Heritage Trial) which links the nearby Witch Dungeon Museum with the new Visitor's Center in Salem. It seems reasonable to suppose that people travelling this path will be looking for new and related "sights to see" and that your shop can both benefit from its proximity to the museum, and potentially contribute to the visitor's experience of Salem. 2) Sidewalk Footsteps: You might consider adding red "footsteps" to the Red Line on the sidewalk in front of your shop to show that people can leave the line to enter your shop. The Essex Institute did this to a major portion of their sidewalk which fronted on the Red Line, and I believe many people enjoyed leaving the rigid line to follow "footsteps" to enter a building. The Essex Institute made footsteps cut from red contact paper or thin vinyl with adhesive backing; you might follow this example so the footsteps could be easily removed or relocated in the future. 3) Sign Type:Your storefront derives great strength from its nicely proportioned cornice, and straightforward geometry with brick pilasters, and multi-paned window. I believe the store could be made even more attractive with a long horizontal sign placed above the window. I have no preliminary objections to your proposed use of a gold-on-black sign or to your proposed use of an Antique Caswell (all capitals) font, although a straight Roman type font might be preferred. You might produce large scale mock-ups of both fonts, to see which looks better, and consider using bold and shaped applied letters. 4) Windowbox (?): The present storefront seems to be lacking visual interest in two places: below the window, and above the door. At some point in the future, you might consider installing a long, linear wndowbox at the lower window sill, to provide visual interest to this portion of the facade. 5) Ornament over Door:At some point, you might also consider adding an architectural ornament above the front door to better distinguish the entrance. Kenneth Lynch&Sons of Wilton, Connecticut used to produce a line of fancy sheet metal ornaments that are very traditional, which have much the appearance of carved wood. I understand that this product line has recently been acquired by the Norman Company, and will request that the company send you their latest catalog and price list. A number of the fancy shields illustrated on pages 16 - 18 of the Lynch catalog are very attractive, and could look nice if painted, and if sized to compliment the sign band. 6) Interior ceiling: In the future, you might chose to continue the "traditional pressed metal" look by installing an 1890s-style high painted tin ceiling on the interior. I understand that your space now has a drop ceiling and fluorescent lights in the interior, and that these elements create a rather conventional commercial interior, which lacks interest. 7) Exterior Paint Scheme: You might give careful thought towards ultimately creating a harmonious color scheme for the whole exterior. I find the present ".pink" color to the door rather offensive, and would prefer it if the door were repainted a darker red, or another color. You might consider painting the door a white (or off-white) to match the window muntins, cornice and trim around the window--then black items are always "added" items, e.g. the sign, the oil fill spout, and the wrought iron grille on the front door. The color scheme then becomes red (bricks) with white wood trim, and black "added" elements with selective use of gold for accent. 8) Architectural Drawings: I would be happy to assist you with facade renovations and presentation drawings in the future. Please do not hesitate to call me if you have any questions about architectural matters. I have prepared this letter primarily to help you make immediate design decisions within the larger (and future) context of improving the store and building as a whole. Due to my potential conflict of interest as member of the Design Review Board in Salem, I will refrain from presenting your concept or reviewing your scheme at the February 17, 1993 meeting. Sincerely yours, John V. Goff F O-y 9 U C�. w h i A_R TE S _ MAG I CAEJ-O X Add s l! pi- �/f1 ry�1 �, %Vol ,,y j 1.4 y i _. 2Z' 10" g - A_RTES _ MAGIC.AE E . ! INNE1,11TV"rrm-�47744 ; nit ;4vrvyz/affi t. &:ZJ VA / ' I 22. ;3 '� ^� �4 J s �- O~