Here's why a giant neon carrot could soon sprout in Downtown Memphis

This story has been updated with the board's decision and a clarification on the height of the neon carrot, which is 15 feet.

South Point Grocery is not going to be hard to find. Even from a distance.

Store owners will put a 15-foot-tall neon carrot on top of the shop, according to an application submitted to the Downtown Memphis Commission Design Review Board. The board voted to approve the sign after a brief discussion during a meeting Wednesday.

DRB staff described it as a "very creative sign" that will be referred to as "the neon carrot." The neon carrot will be mounted on a pole anchored into the southeast corner of the property's parking garage.

The South Point Grocery team received from the DRB a variance to allow for the larger than generally permitted signage. The owners will also put other neon signage on the front of the store reading "South Point Grocery."

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Store signage required DRB approval since it deviated from established standards. DRB staff said the carrot was difficult to classify, within signage guidelines, among other considerations.

The family behind Cash Saver and High Point Grocery will be opening the 9,000-square-foot store at 136 Webster Ave., which will feature local and national brands, 500 wines and artisan sandwiches from Memphis chef, musician and comedian Josh McLane.

South Point is slated to open sometime in February.

Corinne S Kennedy covers economic development, healthcare and soccer for the Commercial Appeal. She can be reached via email at Corinne.Kennedy@CommercialAppeal.com.

This article originally appeared on Memphis Commercial Appeal: This Memphis grocery store might have a giant neon carrot on top