The Now | Landmark Retail, Restaurant & Office Space on the Iconic Sunset Strip

Situated at the intersection of Sunset Blvd and La Cienega, The Now redefines modern mixed-use architecture in West Hollywood. This visually striking three-story building boasts museum-level finishes, multiple outdoor terraces, and a commanding presence along the Sunset Strip. Designed to captivate from every angle, the building integrates immersive public art, premium retail and office space, and a luminous media cube visible from across the city. With delivery scheduled for May 2024, this iconic address offers a once-in-a-generation leasing opportunity in the cultural heart of Los Angeles.

Media Cube:
A signature digital art piece made up of 3 seamless LED panels facing La Cienega. The panels cycle through dynamic content, tenant branding, and vibrant visuals. This innovative display provides unmatched visibility and becomes a central identity feature for tenants and advertisers.

Interactive Outdoor Art:
Illuminated street-level bollards respond to pedestrian activity via motion sensors. They mimic the Media Cube content, creating a “mood ring” experience that shifts with human energy and movement—reinforcing The Now as a living, adaptive space.

Architectural Design:
The structure blends cast-in-place concrete with sleek glass volumes and lush landscaping. It was designed to act as a “keystone” of the emerging media district in West Hollywood, supporting both visual impact and flexible tenant use.