Unsanctioned Gym Billboard Sparks Outrage In West Village

photo via Curbed

We've spent a good chunk of time writing about illegal advertisements, but few have been as large — or caused as much fury — as this billboard in the West Village. Ever since the Equinox Health Club wrapped its Greenwich Avenue building with seemingly illegal ads, preservationists have been up in arms, according to Curbed.

In the past ten days, neighbors have filed nearly 50 complaints with the Department of Buildings about the gym, which happens to be in the Greenwich Village Historic District. Equinox has defended the ads, stating the "My Body. My Biography" campaign "celebrates our community of extraordinary members and their remarkable stories" while aiming to inspire others. "We chose our location in Greenwich Village to proudly launch and display this campaign because the history of the neighborhood is steeped in community, triumph over adversity, tradition, and honoring diversity."

Unfortunately, Equinox never filed for proper permits to install the ads, and as such, the local community board has sicced both the Landmarks Preservation Commission and the Department of Buildings on the gym. The LPC has given Equinox twenty days to apply for a hearing to "cure the violation," while the DOB — which says the signs were installed without permits and appear to violate zoning regulations — will send an inspector to "take enforcement action as soon as possible."

Contact the author of this article or email tips@gothamist.com with further questions, comments or tips.

By Ben Muessig in News on January 7, 2010 4:50 PM

Comments [rss]

NannyState

This has been going on here for what? THE LAST 150 YEARS? It's their building, they can do what they want.

Mr Mel

No they can't. There are rules and laws about structures and signs. If they take it that they can do whatever they want, they may offend or insult. We know businesses have to be watched and regulated or we will have total chaos.

Snoopy

The city couldn't give two shits about these sign companies that plaster the buildings anyway they want. Just look at lower Varick street near the Holland Tunnel.

In reference to this individual building, when they had a "gym" on the second floor the windows were covered with signs.

PTG in nyc

Don't people have anything better to do with their time? This is bullshit. If the billboard is illegal, let the city pick up on it all on their own. Community preservation boards are worse than labor unions.

I'm not saying I like the ad, but it doesn't emit bright lights or make noise, thus its only real potential for bothering people is if they are arrogant and sensitive enough to care. Move to the country if you can't tolerate peripheral nuisances, as this is hardly a threat to anyone or anything.

TheKlaus

"the history of the neighborhood is steeped in community, triumph over adversity, tradition, and honoring diversity"

And if the douche bags in that neighborhood continue on the path they've been on, history is where community, triumph over adversity, tradition, and honoring diversity will stay