Faring Unveils Updated Designs for Robertson Row Commercial Project in West Hollywood

Developer Faring has presented updated design concepts to the West Hollywood Planning Commission's Design Review Subcommittee for Robertson Row, located at 8954-8960 Santa Monica Boulevard. The project reimagines the previously entitled Robertson Lane development, pivoting away from a 109-room hotel scheme to focus entirely on commercial and creative space.

The revised plan entails four low-rise buildings standing two to three stories tall, totaling roughly 107,000 square feet. Programmed uses include retail, restaurants, wellness facilities, and art galleries, complemented by outdoor dining terraces and 303 subterranean parking spaces. The design preserves the historic Factory nightclub while introducing new structures finished in stucco, brick, and metal, linked by pedestrian paseos. Designed by Gensler with Elysian Landscapes, the master plan also features a nearly 100-foot-tall digital billboard designed by OfficeUntitled fronting Santa Monica Boulevard.

Executing the new concept will require West Hollywood City Council approval to amend the property's prior entitlements. The proposal signals renewed momentum along the corridor following years of project delays.