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GSI to Design, Fabricate, and Install Signage For
Hard Rock Hotel’s First Urban Hotel
Chicago, IL, October 13, 2003 – In an event that further reinforces GSI’s (Graphic Systems International) growth strategy, developing its market penetration of architectural signage for premier hospitality and resort properties, GSI, today, announces its agreement with St. George Hotel, LLC dba Chicago Hard Rock Hotel, to design, fabricate and install the interior and exterior signage for the renovation of the historic landmark property, the Carbide and Carbon Building at 230 North Michigan Avenue, into the first urban Hard Rock Hotel. 

GSI was selected to design, fabricate and install the signage for this property as a result of the company’s previous successful experience with boutique hotel signage programs in the Chicago area as well as throughout the US. The renovation of the 1928 art deco building into The Hard Rock Hotel represents Hard Rock Hotel International’s first foray into the high-energy urban boutique hotel market. In addition this project is the first hotel project to be built on North Michigan Avenue south of the Chicago River in forty years. GSI will coordinate design and manage the implementation of this project with Chicago based architect, Lucien LaGrange & Associates, and project interior designers Yabupushelberg of Toronto, Canada.

"Developing the signage for Hard Rock Hotel’s first urban hotel is significant for GSI because it reflects our positioning in the premier boutique hotel and resort property market," said Rob Kisstoth, Jr., President of GSI. "The magnitude and intricacy of this project is exactly why we developed the internal ability to design, fabricate and manage major signage projects. We are able to rapidly coordinate efforts with ownership, operator, architect and interior designer to achieve a successful completion of the signage phase of the overall project. Our efforts take the complexity of developing the signage program off the table and allow the owners, operators and design professionals to concentrate on other construction details and the hotel opening." 

Graphic Systems International, Inc. based in Greensboro, NC specializes in niche markets such as the Hospitality and Resort Industries, Healthcare, Institutions and Universities throughout the US and Worldwide requiring the highest quality in custom signage.

The Company’s other recent projects in the Chicago area include The W City Center Hotel, The W Lakeshore Hotel, The Sheraton Northwest and The Westin O’Hare.



Terri Brown
7 Lockheed Ct.
Greensboro, NC
Ph. 336-662-8686
Fax 336-662-8690

Also See GSI Completes Comprehensive Signage Contract For the Westin Charlotte Hotel / September 2003
GSI Provides Signage Program for The W San Diego Hotel / December 2002
Graphic Systems International Completes Interior and Exterior Sign Design to Complement Starwood’s New Renovation Program / Nov 2000
Graphic Systems International Battles Winter Weather To Complete Signage Conversion For Four Points Sheraton Minneapolis / July 2000

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