‘Now’ is the future of La Cienega/Sunset crossing

The intersection of La Cienega and Sunset Blvd. is finally showing signs of life.

After years of languishing in development, excavation and construction appears to have begun on what developers are calling “The Now” — a three-story office building with a three-dimensional LED billboard wrapped around the façade.

“Poised at the intersection of two famous boulevards, this commercial development extends along an east-west axis, withdrawing on the street-level at an angle to define a public plaza beneath a creative billboard integrated into the building façade,” the project’s website reads.  “On the upper levels, elevated terraces provide full-service dining and green space with commanding hillside views of greater Los Angeles.”

Formerly a 31-unit apartment complex, the site will feature 11,500 square feet of office space and 9,800 feet of restaurant space, along with a parking garage for 138 vehicles.

Construction is expected to last 16 months.

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April Lang
April Lang
4 months ago

This is just more ugliness, turning Sunset from a class act into Times Square/Vegas. Why must we who live here be under the foot of developers? We are people, not bugs, gum or butts. Does anyone on the city council care about residents? Does anyone on the council care about the environment? Can someone explain why money must always trump over other important considerations? Sunset is slowly and sadly becoming a must avoid zone. Just look at Sunset and Highland. An ugly, congested nightmare that a sane resident avoids whenever possible. This city is being maimed.

A. Deru
A. Deru
5 months ago

I lived in the building on La Cienega and Sunset in the 90’s.Two apartments actually.. The second apartment was on the far east corner with a fabulous view of DTLA. I was there during the riots. The building had a great story too with many movies stars who had lived there including Marilyn Monroe before her fame. 31 apartments with both 2/1 and 1/1 apartments. I paid $800. for my 2/1 with a balcony, parking and a view. Now they have eliminated 31 affordable places to live in exchange for an office building and restaurants that pay minimum wage to… Read more »

Jonathan Simmons
Jonathan Simmons
4 months ago
Reply to  A. Deru

It’s the false narrative about creating a truly invasive BRIGHT NIGHT SHOW OF BILLBOARDS with a small office space and perhaps one restaurant.

Anyone recall way back taxis with led double sided advertising on their roofs.

It ended pretty quick because on residential streets it was a very detailed disrupting all night nuisance.

Zuzu Petals
Zuzu Petals
5 months ago

Ugly. Just like all the other new developments going up around here.

Cynthia Soto
Cynthia Soto
5 months ago

More offices, more cars, more traffic… This is an old system that is not working anymore. We need to focus on being more conscious about our climate, people in need of housing, and how to add more trees to our environment

David Abrams
David Abrams
5 months ago

Shame that they’re building office space instead of apartments. Would’ve been great for the street.

Jonathan Simmons
Jonathan Simmons
5 months ago
Reply to  David Abrams

Shame? Or SHAM! To build intensely intrusive BILLBOARD WITH LIGHTS THAT WILL BRIGHTEN COUNTLESS HOMES/APARTMENTS IN WEHO ALL NIGHT LONG!

Nobody is building office space anymore. Economic trends to internet & work from home were HUGE before Pandemic and must be at least 100 times more bleak for office space rentals.

SHAM!!

🥺😳😆
🥺😳😆
5 months ago

Meet me at NOW. You can’t miss me as I’ll be wrapped in my own personal LED billboard.

Tom
Tom
5 months ago

Great. 31 units of housing bite the dust so we can have another billboard.

Chris
Chris
5 months ago
Reply to  Tom

Actually a billboard is the only thing that should be here. Look at that map. This is the only “pink” lot in Weho which designates this parcel as a triple threat. People and habitable structures shouldn’t be here.

Chris
Chris
5 months ago

This lot is the most dangerous lot in West Hollywood.
The “earthquake zones of required investigation” map reveals it’s an Earthquake Fault Zone, a Liquefaction Zone and a Landslide
Zone! Hard to believe anything should be built here.

https://maps.conservation.ca.gov/cgs/eqzapp/app/

Who approved this? When?
Who’s the owner? Developer?

David
David
5 months ago
Reply to  Chris

Cool. So it’s probably better not to have 31 units of housing here. Office workers are expendable as long as CEO survives at another location. Otherwise, what would you suggest?

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