The long-stalled plan to overhaul the old Hornburg car dealership on the Sunset Strip is back from the dead and quietly threading its way through West Hollywood's approval maze. The latest version would knock down the shuttered showroom and put up a five-story, terraced office complex with ground-floor commercial space, outdoor tenant decks, and a scaled-back digital facade. West Hollywood developer Faring is still in the driver’s seat, with Gensler on board as architect of record.
City recirculates draft environmental review
According to the City of West Hollywood, the Recirculated Draft Environmental Impact Report outlines roughly 52,999 square feet of office space stacked above street-level commercial uses, served by an 86-space subterranean garage. The project is described as all-electric, with photovoltaic panels on site and EV-ready parking in the garage. The environmental document also models two full-motion animated billboard areas and includes a "No Digital Canvas" alternative to gauge how much the proposed signage would affect the area.
What changed since 2021
As reported by Urbanize LA, the current filing trims the amount of parking and tones down the size of the exterior digital signage compared to what was floated in 2021. Gensler remains listed as the project architect and Faring as the applicant. Urbanize also points out that the recirculated report estimates construction would last about 19 months, provided the project clears city staff review and other agency sign-offs.
CEQA review and next steps
The recirculation triggers a new 45-day public review period that is limited to the revised sections of the draft environmental report. After that window closes, city staff will prepare written responses to comments and assemble a Final Environmental Impact Report for decision-makers, including the Planning Commission and City Council, according to the City of West Hollywood. The environmental materials also spell out ministerial permits the project will need and list outside agencies that must sign off, including county fire and utility providers.
Design, sustainability and the digital facade
UltraSystems, the environmental consultant on the review, notes that the northern wall facing Sunset could function as an LED screen intended to carry a mix of public art and advertising while the project pursues energy-saving strategies. That combination puts the proposal at the crossroads of developer demand for flashy, creative office space and neighborhood concerns about energy consumption, lighting and the evolving character of the Strip.
Project history and local context
State clearinghouse records show that environmental review for the site began with an initial study and draft EIR circulated in 2021, and the new recirculation updates that prior analysis, according to CEQAnet. The high-profile corner at Sunset and Cory has been on Faring's radar for years, and the revived filing is likely to draw fresh attention from nearby residents, business interests and city commissions tracking every move along the Sunset Strip.
What to watch next
With the RDEIR back in circulation, the near-term clock is set by the 45-day comment period and the time it takes the city to respond before a Final EIR lands and public hearings are scheduled on discretionary permits. Neighbors who care about digital signage, energy use or traffic impacts will have formal chances to weigh in both during the recirculation period and at future Planning Commission and City Council meetings.
