Next Sunset Strip project is worlds apart from the norm

The Sunset Strip in West Hollywood is on the cusp of a transformative development with the introduction of “The Sphere on Sunset.” This project is a direct response to the city’s Sunset Boulevard Off-Site Signage Policy, which has been a catalyst for creative and innovative billboard projects since its inception in November 2019.

“The Sphere on Sunset” stands out as one of the first 21 projects approved through a meticulous selection process that evaluated proposals based on design excellence, innovation, contextual compatibility, sustainability, economic development, and community benefit. The project is a legacy project under the policy, part of Round 1.5, which was created to expand billboard opportunities east of La Cienega Boulevard. The legacy designation is significant as it indicates that the site already contains digital billboards, and the city has encouraged such sites to upgrade or replace their existing video screens in alignment with the current billboard policy.

The Sphere itself is a proposed 49-foot diameter glass structure that promises to be an iconic urban design gesture on the Strip. It is designed to replace a less successful digital billboard and small commercial structure, thereby revitalizing an inactive part of the boulevard.

The sphere will be situated to the north of an existing residential apartment building, cascading down the hill slope to the south and fronting De Longpre Avenue. It is intended to serve as a new commercial frontispiece with an active plaza presence along Sunset Boulevard, featuring a new digital billboard array on the sphere’s outer surface.

This sphere is not just a static structure but is conceived as a “broadcast venue,” with its shape allowing for a dynamic addition to the urban landscape. The project includes three digital billboards: two curvilinear billboards on the north face of the sphere and a third vertical billboard to the west. The design of these billboards is unusual and innovative, with the sphere’s digital LED billboards and two bookend structures, one of which is also a digital billboard, creating a gateway to a space of exploration, public interaction, and wonder.

The Sphere’s design is a testament to the city’s aspirations for design excellence. The architect and owner were inspired to create a landmark building that would allow for interaction with the sign itself. The spherical digital LED billboards and the accompanying structures are set to transform the site into an engaging architectural intervention in a location surrounded by tall buildings.

The proposed billboards will utilize a flexible, transparent LED film on the interior surface of the glass sphere, allowing for interior displays and contributing to the interior illumination. The highest billboard on the sphere will stand at 51’4” feet, with the stand-alone western billboard at 45 feet above grade, and the lowest billboard on the sphere at 31’ feet above grade.

The project also mandates significant public realm enhancements, designed to be accessible 24/7, to enrich the pedestrian experience along Sunset Boulevard. These enhancements include an interactive historical display tracing the evolution of the billboard and broadcasting industries from the 1920s to the present, reflecting the Sunset Strip’s pioneering role in these sectors. The plaza will serve as a quasi-public space with a forecourt that transitions into a view corridor, culminating in an elevated south overlook space topped with an iron halo feature. This halo could potentially serve multiple functions, including providing shade or serving as an observational or optical feature.

Internally, the sphere will contain three levels: the lower floors for reception and preparation activities, and the upper level dedicated to broadcasting and podcasting against the backdrop of the Los Angeles basin. A semi-enclosed roof terrace at the top of the sphere is planned to be a public viewing area, although its specific functions are yet to be detailed.

The design team is tasked with resolving technical aspects such as structural support, glass maintenance, and drainage systems to ensure the sphere’s functionality and safety, especially in adverse weather conditions.

The design currently proposes the sphere to be suspended eight feet above the plaza, a height that has been suggested to increase to at least 12 to 15 feet to avoid an imposing presence and to create a more inviting space. The plaza beneath The Sphere is designed to serve as a quasi-public space that transitions into a view corridor, leading to an elevated south overlook space. The technicalities of the sphere’s structural support, glass maintenance, and drainage systems are still under development to ensure safety and functionality, especially in adverse weather conditions.

The Sphere is strategically positioned between the Pendry project to the west and the Sunset Plaza Hotel to the east, taking into account the digital media presence of the Pendry’s east-facing wall. The design aims to maintain visual access while becoming a destination in itself, drawing visitors to the plaza and its interactive media elements.

The project represents a combined building and billboard initiative, distinct from previous billboard projects that were primarily designed to be viewed from passing vehicles. This proposal, with its focus on place-making and interactive experiences, is expected to draw visitors to the site as a destination.

As the project progresses, the design team is expected to address various technical aspects, including structural integrity, mechanical systems, and stormwater management. The next steps for the project include a comprehensive review by the Planning Commission, which will consider a development agreement, zoning map amendment, sign permit, and development permit. Following the Planning Commission’s review, the City Council will undertake the final approval process, ensuring that The Sphere conforms to the standards of the Sunset Boulevard Off-Site Signage Policy, with a focus on minimizing visual impacts and incorporating renewable energy practices.