Lawrence locals brought the sign advertising "Madam Woo's Parlour and Gentlemen's Club" to the attention of the Otago Daily Times this week, curious about the intended future use of the former shoe shop in Ross Pl.
The sign, in the semi-refurbished store's front window, sits beneath a painting of a nude lady depicted from the rear, apparently considering going for a swim in a lupin-fringed river.
The building had previously been the subject of local officials' long-standing attempts to address its "eyesore" appearance, having remained boarded up for at least three years until refurbishment began before Christmas.
A nearby shop owner, who did not wish to be named, said the provocative signage had garnered considerable attention since it appeared several days ago, and could be a light-hearted attempt to poke fun at officials.
"We've had locals and visitors alike commenting on the sign, curious as to what it might mean.
"Given the recent history of the building, the general agreement is it's probably a bit of a cheeky prod at the locals. I don't think we'll be returning to the days of gold rush brothels and hotels any time soon."
Historian Adrienne Shaw, who is writing a book on the town's Chinese gold rush settlers, said there was no evidence a Madam Woo's Parlour had ever existed in the town.
"The brothels in Lawrence, which definitely existed, tended not to have names, as they didn't want to attract attention from the authorities.
"I'd say this is just a bit of fun, playing on the town's historic gold-rush past. I think most people will just have a giggle and move on."
She said she was delighted the owner was restoring the building.
"It's a prominent location, and Lawrence deserves to look at its best. The town has huge potential that needs to be realised."
The building's owner could not be reached for comment.
