NOHO West aims to transform the under-utilized former Laurel Plaza Mall site into a new and exciting pedestrian-oriented town center with high quality retail, commercial and residential offerings that enhance and serve the existing neighborhood and local businesses.
The redevelopment meets the needs of the surrounding community by introducing an eclectic mix of new shops, restaurants, and entertainment options, while also providing office space and high quality housing for new and existing North Hollywood residents. The design features a tree-lined “main street” with shops, cafes, and restaurants connecting a string of plazas and green spaces designed as gathering places for family and friends.
This mix of uses creates a genuine “live-work-play” environment that will appeal to people of all ages and become a special destination in the greater San Fernando Valley region. The introduction of NOHO West will also serve to improve the quality of life for surrounding residents and act as a catalyst in revitalizing the surrounding community.
The design team is currently soliciting feedback from community members, municipal leaders, and the City of Los Angeles to ensure the project addresses all potential impacts and meets the needs of the local community. In addition, we are working with national, regional, local retailers, restaurants and cafes to determine the best mix of retail and entertainment offerings. A development application has been submitted to the Department of City Planning and will be circulated to multiple public agencies before it will be heard by the Los Angeles City Council for formal approval.
Although final agreements have not been reached with any specific retailers, you can expect specialty grocery, coffee, fast casual dining, sit-down dining, a high-end movie theater, full-service fitness center, apparel, pet supplies, beauty supplies, dry cleaning, medical/dental, financial services, and/or sporting goods to be likely additions to NOHO West shopping and dining lineup.
By re-using and repurposing the existing Macy’s building, the project conserves significant resources and drastically reduces environmental impacts as compared to building a new structure.
NOHO West will be built using environmentally sustainable methods and materials. The project will be designed to Leadership in Energy & Environmental Design (LEED) environmental-friendly standards .
Given current drought conditions affecting the state of California, extra attention will be paid to installing low-flow fixtures/appliances, using drought-tolerant landscaping, and utilizing the most efficient water treatment and irrigation systems feasible.
Reducing Greenhouse Gas Emissions
In an effort to reduce greenhouse gas emissions, NOHO West will include electric car charging stations, ample bicycle storage, and designed to accommodate photovoltaic canopies on the roof of the parking structure to help offset energy use.
NOHO West will feature over 2 acres of open space, which compares favorably with other, large, urban mixed-use projects in Los Angeles. The focal point of the project will be a 15,000 square foot open air central plaza programmed with landscaping, public art, seating, dining patios, and common areas. However, a larger pedestrian-only zone is created off of the central plaza when expandable partitions, or bollards, are in place to re-route vehicles off the project’s main street. This creates a larger communal area (over one acre) for public events ideal for farmer’s markets, movie nights, food and wine festivals, and live performances. Additional open space will be provided via a potential dog park or playground, dining patios, pedestrian courtyards, and public seating areas. Drought-tolerant landscaping and trees will be incorporated into these open areas and throughout the project as a whole.
There is no relationship between NOHO West and Valley Plaza Shopping Center (southwest corner of Laurel Canyon Boulevard and Victory Boulevard). The properties are owned by different entities, on separate redevelopment paths, and not connected in any way.
Laurel Hall School will continue to operate throughout the redevelopment of the property. We are working closely with the school to maintain a safe environment for students, teachers, and staff during construction and future operations.
The apartment homes will be high quality with top- of-the-line interior finishes, and feature a wide variety of on-site amenities which may include yoga studios/fitness centers, multi-purpose recreation areas, outdoor barbeques, pools/spas, and possibly a shared public dog park.
Our goal is to continue the fabric of the surrounding neighborhood into the project, while increasing density to appropriately address the proximity to retail and commercial uses. The design includes wide landscape buffers around the new residential buildings with enhanced sidewalks and lush planting. To provide a soft edge, the buildings will feature semi-private, secured, “U-shaped” courtyards opening onto Erwin and Radford Streets. The apartment homes themselves will face into the courtyards. The buildings will not exceed 3 stories at the Erwin street frontage, and will step back gradually to a maximum of 5 to 6 stories. The residential community will be professionally managed with controlled access for all of the residential buildings and 24-hour on-site security.
We encourage interested parties to check this website for marketing updates. In the future, we will also have an on-site leasing office for information and tours. For consideration, future tenants will complete a resident application form providing proof of income, credit history, and references.
Merlone Geier Partners is committed to delivering a project that will contribute to the success of the surrounding community, which is partly driven by market demands. Well-educated working professionals are increasingly attracted to North Hollywood for its rich cultural offerings and its proximity to downtown LA as well as the entertainment hubs of Burbank, Studio City, and the NoHo Arts District. This demand supports building medium-density, for-rent apartment homes and makes the retail component of the project economically feasible. Simply put, the for-rent apartment homes make building NOHO West possible.
The intent of the project is to create an economically sustainable mix of housing, office, and retail uses on one integrated site. A strong base of housing fosters a sense of community for an otherwise commercial project and creates a rich environment in which visitors, customers, employees, and residents can interact. Sustaining activity throughout the day benefits both the project and the entire surrounding neighborhood.
The project strives to create a synergy between the office, retail, and residential uses. Apartment residents not only provide a built-in customer base for the retail shops and restaurants, but also serve as neighbors who share a desire to maintain a vibrant and safe environment. Similarly, adding office space provides residents a place to work that is within walking distance of their home; thereby decreasing commute times, improving employee health and increasing productivity. The retail shops and restaurants provide a built-in amenity base for the residents. When the different uses depend upon one another for success, they become more responsible neighbors and citizens in the community. This interplay of uses also creates a safer environment whereby NOHO West is activated – with office workers during the daytime, retail customers during the evenings and weekends, and residents in the morning and at night.
Housing was avoided on the south and west sides of the property due to proximity to the freeway, and to provide as much retail, entertainment, and commercial space as possible to serve the community.
The goal of NOHO West is to create an economically and environmentally sustainable project that serves the community and the new on-site residences. Based on market demand 300,000 square feet is a sustainable amount of retail which will be a successful addition to the neighborhood.
As a frame of reference, the planned 300,000 square feet will offer a great number more of retail tenants than had existed in the prior mall.
As a part of the environmental approval process, a full traffic study will be prepared and thoroughly reviewed by the City Department of Transportation. Existing traffic medians and buffers around the project will be maintained and improved in order to limit cross traffic through the surrounding neighborhood.
Commercial and residential parking will be provided in separate areas inside the project. Retail customers will utilize an efficient above-ground parking structure located on the west side of the property or any of the street level parking spaces provided throughout the project. Parking for office employees and visitors will be provided in a new lot being built in the current basement of the Macy’s building or in designated levels of the parking structure. Residents and their guests will park inside parking structures within the apartment buildings themselves.
There will be ample parking provided on site for both commercial and residential uses which will prevent spillover parking in the surrounding neighborhoods. A detailed parking analysis will be studied as part of the City’s review and approval of the project.
Merlone Geier Partners owns and operates retail and mixed-use properties across the West Coast. Since our founding in 1993, we have been one of the most active and successful retail real estate investors in our markets. We are proud to be an active member of each community we are a part of, and strive to build and operate projects that improve the lives of our neighbors.
Our team’s experience in large-scale mixed-use developments and existing investor base makes Merlone Geier Partners uniquely qualified to ensure NOHO West becomes a reality. Please visit our website for more information on the company and for examples of our previous projects.