The man dubbed by the Los Angeles Times as the “Mayor of Melrose” will be back before West Hollywood’s Design Review Subcommittee Thursday with a revision to his latest proposed project for that avenue.
BMB Investment Corp., which is controlled by Benjamin Soleimani, will ask the subcommittee to endorse its plans for a two-story building at 8659 Melrose Ave. at the corner of Norwich, directly across from the Pacific Design Center. The building would include 5,500 square feet of office space, a 3,000 square foot restaurant and 10,000 square feet devoted to shops.
BMB had gotten the city’s approval in 2011 to build a one-story building with underground parking at that location. But in 2013 it asked the city to let it expand the building to two stories. BMB needs the city’s permission to construct a building of that size because it would be taller than otherwise allowed in that location. An earlier request for that permission wasn’t approved by the Design Review Subcommittee in September o last year, which said the proposed design was too massive and had an all glass facade that appeared cold and uninviting.
In a memo to the Design Review Subcommittee, Stephanie Reich, West Hollywood’s urban designer, says the latest design is better than the one submitted earlier. But Reich suggests BMB’s architect make a number of changes to it, with several intended to minimize the impact of the commercial building on the residential area along Norwich.
If approved by the Design Review Subcommittee, the plan goes to the Planning Commission for review and then to the West Hollywood City Council. The subcommittee will meet Thursday at 5:30 p.m. in Room 5 of the Plummer Park Community Center at 7377 Santa Monica Blvd. at Martel.
Soleimani in 1991 opened Mansour, a showroom for his family’s rug business, at 8600 Melrose near Westbourne. It is said to be the largest rug retailer in the world. Through BMB Investment he has developed other property along Melrose, including buildings housing Kitson, the apparel store, and Waterworks, which sells upscale sinks and other bathroom fixtures. BMB’s largest project on Melrose is the 30,000 square foot Restoration Hardware building at 8564 Melrose Ave. at Westmount.
@SaveWeho: My understanding is that staff approved the initial plans over the counter before Stephanie Reich was hired. Unfortunately, it doesn’t appear that anyone at the city is going to make BMB rip out the parking ramp.
@Leslie….that’s what I’m saying. If the developer wants to go 2 stories..then they have to rip out the parking they’ve already constructed and add more. If not…it stays 1 story. As a city, or city council, they need to make these demands. And who approved the initial plan with the entryway being beside a house or not allowing for an alleyway? Is that Stephanie Reich? Complain to her. It’s her job to think of these things. If you don’t like her views…picket for her removal. And as much as I’d enjoy a uniformity in look to create a “village”…it never… Read more »
Mr. Soleimani has often remarked that he wants to transform Melrose Avenue into the equivalent of Mayfair in London. Sounds like fine objective but has Mr. Soleimani carefully considered the quality and integrity of the Mayfair architectural mix? If so he might have recognized the need for preserving the authentic architecture of Melrose, using it as a catalyst for new and innovative projects rather than faux replicas and undistinguished placeholder buildings with out any particular attributes. The history of the design community lies in some of these early structures and thereby contribute to a juxtaposition of style with the likes… Read more »
He’s done a great job with buildings like RHW and WW. Melrose is looking dingy and old. Please dork fear modernity and the need to keep moving. But you’re right: don’t do harm or leave waste in the wake. Brian
@saveweho: The problem is that the developer initially obtained over-the-counter approval for a one-story building that was half the size of the proposed project. He went ahead and built the underground parking with a ramp next to neighboring homes and insufficient spaces to support the larger proposal. In addition, the zoning ordinance and map have to be amended to allow the proposed project. In order for BMB obtain a bonus for the larger project, the building must enhance the neighborhood with quality architecture that is pedestrian friendly. This building is massive, unexceptional and as Stephanie Reich noted, not pedestrian friendly,… Read more »
@saveweho….just be careful what you “wish” for….everything, especially in this town comes with a price….or should I say entitlement?
I’m not a fan of all the construction…but I don’t understand the issue. All the bldgs on this stretch are 2 stories. From RH to Monsour to Kitson. And who cares if its all glass? This doesn’t seem outlandishly large. It’s not as big as the Restoration Hardware bldg. Things are changing and you can’t stop it. But you can make the street work better AND PROVIDE PARKING! Make sure each design has adequate underground parking. And that those businesses provide after hours parking. Let the developers build whatever they want. But we have to start demanding these things.
The Restoration Hardware building is very impressive to me. In fact, I think the architecture in this area is by and large superb. I just wish more mixed-use was allowed so Melrose, and that our city didn’t have to waste their time arguing the merits of a perfectly appropriate two story building.
“Stephanie Reich, West Hollywood’s urban designer, says the latest design is better than the one submitted earlier.” Define “better”.
Melrose will become a big parking lot between La Cienega and Doheny once the Melrose Triangle and the project on the North-East Corner of San Vicente & Melrose are complete. It boggles the mind to see how much development has gone on, or is in the pipe line, for West Hollywood.
So far, BMB has concentrated on the south side of Melrose, but I’m sure it’s only a matter of time before he gobbles up the low rise spaces on the north side – like Le Pain Quotidien and Urth Cafe – knocks those down and erects monstrosities like the Restoration Hardware building. What little charm left will be gone. I don’t see how the City can say “no” to this project given what they have already said “yes” to.