At the intersection of Sunset and La Cienega Boulevards in West Hollywood, the presence of a red tower crane demonstrates progress on new billboard which happens to have an office building inside.

The project at 8497 W. Sunset Boulevard, called "The Now," is located on a site which was previously developed with a 31-unit apartment building. Plans call for a three-story building featuring approximately 29,000 square feet of commercial space.

View looking northeast from Sunset BoulevardUrbanize LA

The occupiable space above ground would be eclipsed in scale by the four-story, 54,000-square-foot subterranean parking garage below. The property will feature parking for 138 vehicles.

Mithun is designing The Now, which similar to several recent developments along the Sunset Strip, would be wrapped in digital signage.

"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," reads a project description.  "On the upper levels, elevated terraces provide full-service dining and green space with commanding hillside views of greater Los Angeles."

Aerial view of The Now looking northwestMithun

Plans presented to the City of West Hollywood in 2022 indicate that artist Refik Anadol is working on the digital signage.

Los Angeles County Assessor's records list the owner of the property as United El Segundo, a holding company which owns several prominent development sites in West Los Angeles and Santa Monica.

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