A 34-story tower proposed for the former CEMEX concrete plant site at 1000 N. La Brea Avenue is headed for another round of scrutiny from West Hollywood officials, with plans calling for 514 apartments, dozens of billboards and a garage large enough to reshape the skyline along the La Brea corridor. If approved, the CIM Group project would become the tallest building in West Hollywood.
The proposal, first detailed by Urbanize LA, would rise on a site described by WEHO Times as the former CEMEX concrete batch plant and a vacant warehouse at 1020 and 1028 North La Brea Avenue. Large Architecture is designing the tower, according to Urbanize LA, and reported height figures for the building conflict, with some project reports citing approximately 377 feet while another describes it as approximately 352 feet.
Beyond its height, the sheer scale of the proposal has drawn attention from city planners. The development would include roughly 30,000 square feet of ground-floor commercial space alongside the 514 studio, one- and two-bedroom apartments, per WEHO Times. Parking counts also vary by source, with plans described as including either a 676-car garage or 674 spaces.
Affordable Units and a Required Development Agreement
Of the 514 planned apartments, 128 — or 25 percent — would be designated as affordable housing, WEHO Times reports. That allocation breaks down into 51 units for very low-income households, 51 for low-income households and 26 for moderate-income households, according to the outlet's review of the proposal.
Because the project's height and density exceed what is otherwise allowed under the site's Commercial Regional Center zoning, it requires a Development Agreement with the city, WEHO Times notes. The agreement also touches on the project's planned digital signage, which the seed reporting from Urbanize LA describes as generating revenue for both CIM Group and the city, with a portion of that digital-signage revenue directed toward West Hollywood coffers.
Billboard Revenue Terms Still Being Sorted Out
Under the proposed Development Agreement, CIM would pay the city 20 percent of adjusted net billboard revenues during the agreement's term, per WEHO Times. Plans reviewed by the outlet call for six billboards integrated into the building's facades — five static displays and one full-motion digital billboard — though a separate WEHO Times report on the project's initial study describes billboards planned at seven exterior locations instead.
The billboard revenue-sharing structure has drawn comparisons to a prior deal in the city. WEHOonline reports that a comparable agreement for 8752 Sunset Boulevard gave the city 20 percent of gross advertising revenue over a 30-year term, with a Minimum Annual Guarantee starting at $100,000 and rising 3 percent annually, projected to bring in approximately $10.4 million for the city. The outlet notes the 1000 La Brea agreement could instead govern billboard revenue at the property for 55 years.
Design Details and Neighborhood Context
Renderings described in the seed reporting show the building featuring wood-finish metal mullions and canopies, glass railings and frosted glass windows, along with terrace decks and outdoor gardens for residents on upper levels. Urbanize LA reports the project is intended to serve as a visual and functional gateway into West Hollywood while respecting the evolving urban scale and rhythm along La Brea Avenue.
A West Hollywood staff report cited by Urbanize LA states that the area is shifting from industrial uses to public-facing commercial, residential and hospitality developments — a trend the 1000 La Brea proposal would extend. CIM Group has already transformed nearby blocks of industrial uses into apartment buildings, shops, restaurants and offices, and has developed space for SiriusXM and Kaiser Permanente in the area, according to the seed reporting.
CIM Group is also planning another office complex on the eastern half of the former CEMEX property, which falls within Los Angeles city limits rather than West Hollywood, WEHO Times reports. The broader push for housing comes as West Hollywood's sixth-cycle Regional Housing Needs Allocation calls for 3,939 housing units, while only 736 units received building permits from 2021 through 2025, per WEHO Times.
Where the Approval Process Stands
City records show the project has already had at least one hearing before local officials. The City of West Hollywood lists a Planning Commission public hearing for 1000 La Brea Avenue dated September 3, and a subsequent notice of continuance dated Thursday, October 1.
The city's environmental review process for the project also remains part of the public record. West Hollywood's environmental documents page lists an Initial Study, a Draft Environmental Impact Report and a Final Environmental Impact Report for the 1000 N. La Brea Avenue Project, according to the city's own listings.
