Bernstein-Rein Advertising Inc. will anchor a 205,000-square-foot development one block west of the Country Club Plaza.
The $100 million West Edge project will include the Bernstein-Rein headquarters, a 103-room boutique hotel, a fine-dining restaurant,
retail space, a 261-seat auditorium and the Advertising Icon Museum.
The museum, designed by Pentagram Inc., will showcase the largest-known collection of three-dimensional advertising icons. The museum will also house the Madison Avenue Advertising Walk of Fame, temporary exhibitions, a two-story sculptural centerpiece and a gift shop. The museum’s lower level will represent the interior of a home, showing the advertising icons in various rooms that their corresponding products were used.
The 2.4-acre project, which is being designed by Moshe Safdie and Associates, is described as a “hillside village” that will feature two
buildings of descending levels with terraces of lushly landscaped gardens. The 10-story office building on the north will include 203,000 square feet
of office space, of which
Bernstein-Rein will be the major tenant. The lower level will offer retail
space including a fine dining restaurant. A 261-seat auditorium beneath
the atrium will be available for community use. The south side of the development has been designed for the 103-room boutique hotel and will feature a four-story atrium. The project also integrates three existing apartment buildings built in the ornate brick style of the Plaza area.
The project is scheduled for completion in fall 2007.
This project will be built in the grass area in the lower-left part of this Plaza photo.