It must be naming season. First, there was some sort of brainstorming session to come up with The Avenue in Hollywood, and now developer BRE is asking select readers to help name the 482-unit apartment building that will one day rise on the current site of a dusty lot at Wilshire and La Brea. Last we heard, BRE hadn't yet announced plans for a ground-breaking, but they're moving right along on a title for the project their email says "will be developed in the spirit of the rejuvenation of this historic district." Their email to certain readers linked to a survey with the following options:
The band Prodigy gave us some solid tunes in the late 90s and 52Fifty has a certain Manhattan-like feel. And, err, does BRE want to remind people of Landmarks, considering it rushed to get plans approved to tear down the Columbia Savings building so it could avoid a preservation battle over landmark designation? Icon? Unsubscribe. Deca52 is intriguing, we'll give them that. No idea what it means.
Meanwhile, a representative for BRE confirmed that there's a contest underway and said that any plans for development on the site would come August 3 when the company announces its second quarter earnings.
· No Quick Rise for BRE's Wilshire La Brea Project [Curbed LA]
· Nearing the End: Columbia Savings Goes Skeletal [Curbed LA]