A presentation to the West Hollywood Planning Commission's Design Review Subcommittee offers a look at glossy renderings of Faring's new plan for a commercial development centered around the historic Factory nightclub.

Robertson Row, planned at 8954-8960 Santa Monica Boulevard, is to consist of four buildings, ranging from two to three stories in height, with approximately 107,000 square feet of retail, restaurant, wellness, and gallery uses. Plans also call for outdoor dining and terrace areas, as well as subterranean parking for 303 vehicles.

Aerial view looking west toward Robertson BlvdFaring

The current project, revealed earlier this year, would rise in place of Faring's earlier Robertson Lane development, which was to incorporate the factory into a hotel and commercial complex with 109 guest rooms and 37,000 square feet of commercial space.

Gensler is designing the overall project, with Elysian Landscapes serving as landscape architect. OfficeUntitled is the architect for the visual centerpiece of the development: a nearly 100-foot-tall billboard emblazoned with digital signage along Santa Monica Boulevard. In addition to retaining the historic Factory building, new construction would consist of buildings clad in stucco, brick, and metal on a site broken up by new paseos and outdoor common areas. The billboard is described as being clad in perforated metal panels and wood siding, with a restaurant space located at street level.

A staff report to the committee recommends that members provide feedback on the design, and provides areas of suggested refinement in terms of pedestrian interface, building transitions, signage, and outdoor spaces. Likewise, the report suggests potential changes to the billboard's height, scale, and architectural treatments, and how they fit in with the surroundings of Santa Monica Boulevard.

View of the Factory Building at the corner of Santa Monica Blvd and Robertson BlvdFaring

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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