Robertson Lane creates a new pedestrian pathway that connects the West Hollywood Design District, Boystown, and West Hollywood Park.

  • Adaptive Reuse and Restoration of the Historic Factory
  • Restaurants, Bars, Retail, and Nightlife
  • 30 Foot Wide Pedestrian Lane
  • Over 1,000 Parking Spaces
  • Certified LEED Silver Rating
  • Not adjacent to any Residential Neighbors
  • 241 Hotel Rooms
  • Public Open Spaces
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Public Benefits


Faring will protect and restore the Factory building by working closely with the award winning historic consultant Architectural Resources Group (ARG) and national advocacy LGBTQ groups to formulate a plan to adaptively reuse the building and honor it’s legacy.


New energy and vitality for existing businesses on Santa Monica Boulevard and Robertson Boulevard with the creation of much needed parking in a walkable environment.

Financial Benefits

The 15% Transient Occupancy Tax [TOT] on hotels rooms, along
with new revenue from property taxes and sales tax, will help the
City support police, fire, parks and other vital City services. The
TOT is money that stays in WeHo and cannot be taken by the
State. There will also be growth in job opportunities for local businesses.


With over 1,000 underground parking spaces, Robertson Lane will provide public parking for patrons and employees of neighborhood retailers and restaurants in the area, while relieving parking within our residential neighborhoods.

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Preserving The Factory’s iconic spirit

As local residents and business owners, we value West Hollywood’s heritage and legacy. Robertson Lane will feature an environmentally-friendly adaptive reuse of The Factory, which is central to the education of future generations on LGBTQ history.
The Factory first opened its doors in 1929 as the Mitchell Camera factory, which produced film and television cameras until 1946.  By the 1970’s the Factory became home to the Studio One nightclub, which remained a popular West Hollywood institution until 1993. 
Today we celebrate the Factory’s diverse history and its connection both to Hollywood and the LGBTQ community. Artfully preserved and reimagined to house small-scale retail and cafés, Robertson Lane will pay homage to the Factory’s history with elements such as a commissioned art installation, video testimonials, oral histories, commemorative plaques, large scale photographs and public art honoring luminary cultural figures such as Grace Jones, Phyllis Morris, Liza Minnelli, Phyllis Diller and Joan Rivers, among others, will grace our walls as we usher in a new era.


  • Drought Tolerant Plants
  • SMART Irrigation Controllers
  • Water Efficient Fixtures and Infrastructure
  • Solar Water Heating System |  Solar Panels
  • Recycled Building Materials and Exterior/Interior Finishes
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Faring is a progressive real estate firm specializing in pedestrian driven commercial and residential projects. The Robertson Lane team is led by local Weho resident, Jason Illoulian. His core principals, engaging the local community early in the process and focusing on experiential, neighborhood friendly projects are reflected in the design and vision of Robertson Lane.

Goller / Illoulian

The Goller and Illoulian families have been a part of the WeHo community for 60 and 50 years respectively. Both have built successful, local West Hollywood businesses – Phyllis Morris and Aga John. The two families are investing in the long term future of our city and share the goal of increasing the vibrancy of the WeHo Design District and Boystown.


Hodgetts + Fung is the award-winning, local architectural firm chosen for their extensive experience in historic landmark renovation, unique approach to urban development and a pedestrian centered design philosophy. Internationally renowned, they are known in the city for their work revitalizing historically sensitive sites such as The Hollywood Bowl and the Egyptian Theater.

Matt Construction

Recent high profile projects include the Broad Museum downtown, the new Waldorf Astoria in Beverly Hills, the Petersen Automotive Museum restoration and the historical restoration and adaptive reuse of the Wallis Annenberg Center for the Performing Arts. Matt Construction has received the US Green Building Council award for Sustainable Innovation, the AIACC Design Award and the Los Angeles Conservancy Preservation Award.

Faring is a progressive real estate firm specializing in pedestrian driven commercial and residential projects.

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