‘Digital canvas’ will cover new office building on Sunset Blvd.

The five-story office building Faring is planning to build on Sunset Blvd. between Carol Ave. and Cory Ave. will be wrapped on three sides by 13,900 square feet of “digital canvas,” similar to the Pendry Hotel & Residences.

The LED media system will be fully integrated into the building’s facade on the north, east and west sides, and will operate during the day and at night. The animated signs will display the works of local artists or feature civic announcements about 25 percent of the time. In addition to providing 1,000 square feet of billboard signage, the media system will serve as a solar shading latticework for much of the building.

The building, designed by Gensler and dubbed the “9160-9176 Sunset Project,” will contain 53,030 total square feet of space, 36,807 of which will be used for offices, with another 8,187 square feet set aside for drinking and dining. Three underground levels will have parking spaces for 105 vehicles and 14 bicycles.

If approved by the City of West Hollywood, construction will tentatively begin in December and wrap up in May 2024.

The property is currently home to Hornburg Los Angeles, a luxury car dealer.

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Stephen
Stephen
2 months ago

WEHO. IS NOT. LAS VEGAS.

Trapped and drowning
Trapped and drowning
2 months ago

Is this some sort of a weird revenue producing fish tank?

Mike
Mike
2 months ago

Hi-Tech tackiness. Why does every building on Sunset Blvd have to have a sign of some sorts? I guess there is a captive audience during AM and PM rush hours.

AJ in WLA
AJ in WLA
2 months ago

Terrible idea. Ugly commercial building with annoying bright lights. City of WeHo doesn’t care about residents living adjacent; only $$$ they will reap from the project. Traffic is already unbearable and this adds more light and sensory overload.

Save our City
Save our City
2 months ago

Another ugly building, with absolutely NO concern with the citizens that will be affected by the digital billboards. My guess is that the Planning Commission will love it and approve it. JUST SAY NO TO THIS PROJECT. FARING SHOULD NOT BE GIVEN ANOTHER GREEN LIGHT TO DESTROY OUR CITY! The building should not be destroyed, it is beautiful.

Jonathan Simmons
Jonathan Simmons
2 months ago

Not the first person to think of this big use of digital cladding.

Just wait. They will be so bright it will really affect all people in homes in direct line of site which we saw on signs on taxi roofs + WAY TOO BRIGHT FOR QUIET RESIDENTIAL STREET.
ALSO THE FIRST DIGITAL BILLBOARD OB SE CORNER OF la CIENEGA & SMB. Residents in the condos up on Westknoll said their units were lit brighter than daytime – with first and a few Tweeks didn’t fix the unbearable light and how far it goes at night.

Kev
Kev
2 months ago

This new building is stunning and will be considered a neighborhood landmark one day, and the people yearning for the old and tacky Cock & Balls building will be mocked for their small-mindedness and inability to see past their own prejudices against a city that is constantly evolving.

Nicolas valle
Nicolas valle
2 months ago
Reply to  Kev

Constantly evolving is a strange way to say constantly destroying history and quality of life. This is just another extremely ugly eyesore Weho has approved for the Strip. It looks like Reno.

Reality
Reality
2 months ago

According to the Commercial Historic Resource Survey sponsored by West Hollywood::

Eligible for the National Historic Designation
Eligible for the California Historic Designation
Eigable for the Local Historic Designation

Tom
Tom
2 months ago

I am so glad that tenants in this building will have a large billboard to shield them from that blinding, harsh northern light.

John Ryan
John Ryan
2 months ago

I wonder what is the amount needed to “donate” to campaigns to get this done? Is it figured by square foot, how many historic buildings you demolish, or how many WeHo residents you will alienate and adversely affect their quality of life? Just wondering.

Todd
Todd
2 months ago

First and foremost, Faring is proposing to destroy a beautiful, historic building. It was the legendary Cock’n Bull restaurant, then sensitively transformed into Hornburg Jaguar/Land Rover. Now Faring comes in, buys the land (who cares about the buildings, right?) and in comes the wrecking ball – just like Robertson Lane. What do we, the residents of WeHo get? A digital billboard that will annoy anyone living in the Hollywood Hills to north and the residents on Cory Ave and Carol Dr. Let’s be clear. The purpose of the “office” building isn’t the office space. It’s the digital advertising revenue. The… Read more »

Art
Art
2 months ago
Reply to  Todd

Another stain for WeHo. So sad. JUST SAY NO!!!!!

Observer
Observer
2 months ago
Reply to  Todd

Totally spot on !!!

Reality
Reality
2 months ago
Reply to  Todd

Please tell us with Faring’s expressed dedication to Historic Resources & Preservation how the Hornburg Jaguar building eluded nomination and recognition resulting from the Commercial Historic Resources Survey.

Randy
Randy
2 months ago
Reply to  Todd

Even with advertising revenue, I think it will take years to pay off a project of this scale.

No, No, No
No, No, No
2 months ago
Reply to  Todd

Taken right out of Donald Trump’s playbook. The joke seems to be on West Hollywood, professed bastion of Democratic ideals as pointed out by Mayor Horvath. So where are the people with ethical ideas and ideals?

Mecurial Mike
Mecurial Mike
2 months ago

West Hollywood’s Sunset Strip: From eclectic style to tacky new billboard buildings falling into Frank Gehry’s famous quote: “98% of modern architecture is “SH#T!” And WEHO is the place to see it!

Last edited 2 months ago by Mecurial Mike
Ghostman Nickels
Ghostman Nickels
2 months ago
Reply to  Mecurial Mike

I could not have said it better myself. Weho should drop its name and change it to Sisters of Beverly Hills that is what it has become shame on Weho But then again Its all about money just ask the ones who are stuffing their pockets with it

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