Morphosis has revealed a design for a new 15-story hotel along the Sunset Strip in Los Angeles. The design comes four months after Silver Creek Development purchased the property and the site of the landmark Viper Room night club. At nearly 200 feet in height, the mid-rise structure would feature an a large interior opening through two connected towers. The sinuous hotel would redefine one of L.A.'s most iconic streetscapes.
Sunset Strip: The Latest Architecture and News
The visual identity of West Hollywood’s Sunset Strip has been synonymous with billboard advertising since the 1960s. Over time, different eras have been displayed through the advertising; from the rock bands and cigarette brands of the 60s and 70s, to the highly commercialised signage of today. As part of an initiative to probe the value of this signage as both an identifier and a valuable public asset, The City of West Hollywood (WeHo) launched The Sunset Strip Spectacular Pilot Creative Off-Site Advertising Sign Competition.
The competition sought a multi-dimensional, kinetic billboard “spectacular,” and attracted firms from advertising, marketing, design, architecture and engineering backgrounds. A pool of nine entrants has been narrowed down to four finalists: JCDecaux/Zaha Hadid Project Management Limited; Orange Barrel Media/Tom Wiscombe Architecture/MoC; Outfront Media/Gensler/MAK; and TAIT Towers Inc. Following public presentations in May, the proposals are now visible to the public before the jury make their recommendation later this month.
Gehry Partners, alongside Townscape Partners, has unveiled plans to redefine the "gateway" to California's Sunset Strip. A cluster of five distinct, Gehry-esque structures, the mixed-use proposal is one of several design alternatives that have been proposed by Townscape for the site. If built, it would include two residential buildings, featuring a mix of rental and for-sale apartments, along with retail, entertainment programs, and public gathering spaces.
An overlooked strip mall at the corner of Sunset and Crescent Heights boulevards will soon be replaced by a mixed-use, walkable community designed by Frank Gehry. Known to be the “gateway to the Sunset Strip,” the West Hollywood site will be comprised of 249 apartments, restaurants, retail storefronts and a central plaza - all within "an environmentally sensitive building that complements and contributes to the historic architecture in the neighborhood.”
“Frank Gehry’s deep understanding of the property, its history and the context will elevate the project to the iconic and timeless status that it deserves,” said Townscape partner and project developer Tyler Siegel.