In a series of recent community meetings, real estate development firm Faring has rolled out a new plan for a mixed-use development centered around West Hollywood's historic Factory nightclub.

Prior to the pandemic, Faring had obtained entitlements for a project called Robertson Lane, which would have incorporated the Factory into a hotel and commercial complex at  8954-8960 Santa Monica Boulevard. The project had called for 109 hotel rooms with 37,000 square feet of retail and restaurant space.

A revised plan, as reported by Weho Online, is now dubbed Robertson Row, and would create a series of new one-to-three story buildings surrounding the Factory. Plans call for approximately 107,000 square feet of retail, restaurant, fitness, and gallery space with two levels of subterranean parking. However, the undeniable visual centerpiece of the project is a proposed 120-foot-tall billboard with digital signage facing both directions along Santa Monica Boulevard.

Robertson Row project siteGoogle Maps

Gensler is designing the overall project, while OfficeUntitled is the architect for the proposed sign, reports Weho Online. The complex would include outdoor dining areas, terraces, and pedestrian pathways to break up the 2.27-acre project site.

Construction of the project will require amendments to the existing Robertson Lane entitlements, with approval by the West Hollywood City Council.

Robertson Row is the second stalled project along West Hollywood's stretch of Santa Monica Boulevard to show signs of progress in recent weeks. The Charles Company recently rolled out a new housing-focused plan for the vacant Melrose Triangle property one block to the west.

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