A major new development planned for West Hollywood is getting a fresh look. New renderings published by Urbanize LA show plans for Robertson Row, a 107,000-square-foot commercial project that would surround the historic Factory nightclub with new shops, restaurants, wellness spaces and galleries.
The project is planned for 8954-8960 Santa Monica Boulevard by developer Faring. According to Urbanize LA, the latest plans call for four buildings ranging from two to three stories, along with outdoor dining areas, terraces, pedestrian paseos and 303 subterranean parking spaces.
🏗️ A new vision for the site
Robertson Row is a major change from the developer’s earlier Robertson Lane proposal. That project called for a hotel with 109 guest rooms and about 37,000 square feet of commercial space. The new plan instead focuses heavily on retail and entertainment, with roughly three times as much commercial space. The buildings would be arranged around the existing Factory, which would be preserved as part of the redevelopment.
đź‘€ A giant digital billboard would tower over Santa Monica Boulevard
One of the most eye-catching parts of the proposal is a nearly 100-foot-tall digital billboard planned along Santa Monica Boulevard. OfficeUntitled is designing the structure, which would be wrapped in perforated metal panels and wood siding. A restaurant would occupy the ground level, while digital signage would face both directions along the boulevard.
The billboard is also one of the elements still being reviewed. According to Urbanize LA, a staff report recommends further consideration of its height, scale and architectural treatment, along with the project’s pedestrian areas, building transitions, signage and outdoor spaces.
Per Urbanize LA, the project still needs amendments to the existing Robertson Lane approvals, followed by consideration by the West Hollywood City Council. For now, the latest renderings offer a look at what could eventually become one of the more prominent new commercial destinations along Santa Monica Boulevard.
