The striking design symbolizes “The Gateway to Hollywood” and pays homage to the Hollywood hillside, the energetic Hollywood vibe, and its eclectic surroundings. All three of these elements are reflected in the conceptual renderings—with the aesthetic borrowing from the diverse architectural background of Hollywood and the scenic hills beyond. The contemporary architectural design is clean, crisp, and white—contrasting pleasantly amidst its colorful, neon-hued surroundings. Located on a predominant corner that marks the “beginning” of the famous Hollywood Strip, the stately structure stands out gracefully due to its pure white color amidst a sea of vividly-colored buildings and signage. The bulk of the building is scaled-down via stacked volumes, clad in glass which generate floor-to-ceiling views over the city and serve to delineate between the public urban realm and the private interior one. The clear translucent glass and white panels lend airiness, glamour, and an angelic quality. Perched at the rooftop is a whimsical canopy with skylights and nighttime illumination.
The overall design conveys a contemporary structure defined by various horizontal and vertical gestures that break up the massing while adding a sense of movement and kinetic energy. Stacked boxes enhance the rhythm of horizontal and vertical gestures; and the stacking and shifting locations of the balconies generate more vertical movement. Along Hollywood Boulevard, the tallest portion of the building is at the corner, and it transitions into a horizontal low rise to the west. This stepping of the building along Hollywood Boulevard reduces the visual scale, linking the project to nearby buildings and to the excitement of Hollywood, while allowing views to the hills and to the south. Cutouts in the structure provide vignettes of landscaping and greenery located on various floor levels; they also allow you to literally see through the building to the landscaped courtyard and the hillside beyond.
To create a vibrant streetscape, a dramatic public plaza with drought tolerant/succulent landscaping is featured at the corner of La Brea and Hollywood Boulevard. Inspired by the idea of the “Hollywood spotlights”, the plaza is designed with a graphic paving pattern and raised circular planters to soften the urban space as well as create opportunities for seating. The public plaza is flexible, allowing for café umbrella tables and various programmed events. It also responds to the famous gazebo sculpture, affectionately called “The Four Ladies of Hollywood” by maintaining a visual connection at the corner. The existing palm trees along Hollywood Boulevard will remain and new palm trees along La Brea will be added in support of the Hollywood streetscape image.