Streamline Moderne-style billboard in the works for Sunset Blvd.

West Hollywood’s Planning Commissioners seemed ready to embrace the transformation of a fairly standard billboard on Sunset Blvd. into a sleek digital sign paying homage to the Streamline Moderne building beneath — but a couple of key issues threatened to throw a wrench into the project’s otherwise smooth progress.

First, let’s start at the beginning. 

In the 1930s, a whirlwind blew through the world of architecture, sandblasting off the excesses of Art Deco to create a new, aerodynamic style we now call Streamline Moderne. 

Known as “ocean liner style” in France, Streamline Moderne buildings were high-class but work-focused, and often found in places where people come and go: bus and train stations, airport terminals, roadside cafes … as well as the unassuming three-story commercial building on the corner of Cory and Sunset.

Designed by Ronald J. Webb in 1938, the edifice was designated as a cultural resource in 2019. 

Since circa 1960, a simple billboard has stood atop it — but that may be about to change.

THE STREAMLINED ARBOR

The proposed digital billboard by advertising giants Big Outdoor uses the Streamline Moderne architecture of the building as its design inspiration. The curving forms of the tubular structure harken back to the fascination with the machine, and the sleekness and modernity that inspired design of this period. In addition, the support armature is branchlike, inferring and connecting to the abundant street trees on Cory Avenue beside and behind this building.  The top of the 50’x20’ billboard will be 72 feet off the ground.

The proposal has already been accepted by the Design Subcommittee and the Historical Preservation Committee; on Thursday night, the Planning Commissioners pored over the plans rigorously, emphasizing their desire for the billboard to enhance and honor the Streamline Moderne style.

They quizzed the applicants on sign height, cladding, even paint colors, but what gave them hesitation was a lack of visuals properly demonstrating the lighting and the light fixtures, as well as where the company’s branding might fit onto the high-art structure.

“The minute you start sticking bits and bobs on there,” said Chairperson Lynn Hoopingarner, “it’s not Streamline Moderne.”

Ultimately, she presented a motion asking the developers to leave their logo off the sign entirely, which they were willing to do. They have also been asked to include more complete visual renderings before they meet with City Council next week.

Council will then be tasked with deciding whether to approve a Sign Permit, a Zoning Map Amendment, a Certificate of Appropriateness and a Development Agreement (DA20-0002) to permit the new off-site advertising space at 9157 Sunset Boulevard.