An old sign will light up a new district
Hip Fort Point project seeks touchstone to grittier past
By Thomas C. Palmer Jr., Globe Staff | September 15, 2006
The ruby-red Boston Wharf Co. sign near Fort Point Channel in Boston -- a beacon that could become as well known as the Citgo sign over Kenmore Square -- will light up next month, after being dark for about two decades.
The development company that bought many of the wharf company's brick warehouse buildings is restoring the 59-foot-wide neon sign, which says ``Boston Wharf Co. Industrial Real Estate," and will use it as a landmark for the neighborhood, which the company is trying to transform into a hip, urban district.
``It's time to turn on the lights again -- it's going to `brand' the district," said Tony Goldman, chief executive of Goldman Properties Co. of New York, one of the partners in the development company that owns 17 buildings on Summer and A streets.
Goldman's firm, which has done redevelopment work in New York's SoHo district and in the South Beach section of Miami Beach, hopes to bring some of the style of those trendy neighborhoods to Boston.
Besides building luxury condos, the developers intend to turn the area around Summer and A streets into a lively district with sidewalk cafes, restaurants, galleries, and buildings decorated with colorful artwork, banners, and displays.
The buildings' owner, Archon/Goldman, is a partnership of Goldman Properties and Archon Group, a real estate unit of the financial firm Goldman Sachs Group. Archon bought the last portfolio of properties from Boston Wharf Co. a little over a year ago, and brought Goldman in as codeveloper.
Archon/Goldman has completed complex relocation and releasing agreements with many of the artists and other residents in its buildings there. And the company is about to start renovating two buildings, at 316 and 322 Summer St.
Last night, the company was scheduled to present its vision for the district to community groups, using renderings that showed brightly renovated buildings and busy, inviting streetscapes.
For example, along its portion of Summer Street -- a wide and increasingly busy link between downtown and the burgeoning South Boston Waterfront -- the company's renderings depict a flower-filled, tree-lined boulevard, with colorful night lighting.
And Melcher Street, an alley-like way that has been torn up during much of the Big Dig era, is shown lit up, with a closed bridge between buildings topped by a new ``Boston Wharf Co." sign in red lighting.
``It's really all about the street," Goldman said in an interview yesterday. ``If you get the street where it needs to be, like a garden, it grows in a very healthy way."
Dark, gritty underpasses from the shipping, warehousing, and candy manufacturing past are shown brightly lit. Pastene Alley, off A Street, a place most people choose to sidestep, is envisioned as a burgeoning fruit market, its cobblestone paving restored.
Residents and visitors may have to guard against gaining weight if this future of the Fort Point Channel area is realized: Almost every scene and block in the renderings shows a caf? or restaurant, with outdoor seating and tables brimming with food.
Archon/Goldman may win friends in a neighborhood populated by artists fiercely protective of the area's authenticity. The company has promised to keep chain retailers -- even popular names such as Dunkin' Donuts and Starbucks -- out of its extensive first- and second-floor retail spaces.
Instead, Goldman said he wants mom-and-pop establishments, which he called ``energy producers" -- shops that develop strong constituencies.
``The retail landscape, which does not exist right now -- that is probably the most significant contribution we will make," he said.
Above the storefronts will be renovated residential and commercial spaces, and new rooftop condo construction.
Boston Wharf Co., which created acres of land in Boston and once owned more than 80 buildings in the Fort Point Channel area, no longer exists, but its name lives on in the sign.
Other owners of the old Boston Wharf legacy are Gillette Co., Beacon Capital Partners LLC, and Berkeley Investments Inc.
But Archon/Goldman bought the Boston Wharf Co. name along with its buildings. And, in the modern concept of ``branding" products, Archon/Goldman hopes to revive the Boston Wharf name and make it synonymous with a lively urban neighborhood where people can live, work, and socialize.
The ``BWCo" medallions high on buildings will proliferate and become more visible, colorfully lit up at street level. ``We're going to reuse that as a driving logo throughout the district," Goldman said.
Thomas C. Palmer Jr. can be reached at
tpalmer@globe.com.