CHICAGO— Graphic Systems International (GSI) announced an agreement with Mark IV Realty to design, fabricate and install the interior and exterior signage for the renovation of the historic Carbide and Carbon Building at 230 North Michigan Ave. here into the first urban Hard Rock Hotel. When the Hard Rock Hotel opens in the renovated 1928 art deco building, it will be the first new hotel on North Michigan Avenue south of the Chicago River in 40 years, according to GSI. GSI said it will coordinate this project with architect Lucien LaGrange & Associates and contractor Pepper Construction, both of Chicago. GSI, based in Greensboro, NC, has handled other projects in the Chicago area including the W City Center, the W Lakeshore, the Sheraton Northwest and the Westin O’Hare.
