{"id":378633,"date":"2026-06-28T21:26:16","date_gmt":"2026-06-28T21:26:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/378633\/"},"modified":"2026-06-28T21:26:16","modified_gmt":"2026-06-28T21:26:16","slug":"for-lease-guy-jay-luchs-reveals-massive-overhaul-coming-for-los-angeles-sunset-strip","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/378633\/","title":{"rendered":"\u2018For lease\u2019 guy Jay Luchs reveals massive overhaul coming for Los Angeles\u2019 Sunset Strip"},"content":{"rendered":"

Sunset Strip is set for a huge revamp as it turns away from its playboy past <\/a>towards a more refined future, a top Los Angeles realtor has revealed.<\/p>\n

Jay Luchs, who has dozens of \u201cfor lease\u201d signs up along the iconic street, outlined a list of luxury names heading to the West Hollywood hotspot in the coming months.<\/p>\n

He told the California Post that LESET, Barefoot Dreams and Pura Vida jewelry will open stores as well as a host of other brands he said he was not at liberty to disclose yet.<\/p>\n

\"The<\/p>\n

The Sunset Strip remains a busy corridor filled with traffic and billboards that line the street. GC Images<\/p>\n

\"Luchs<\/p>\n

Luchs said he has helped bring in about 12 new businesses in the past year. Wally Skalij for the CA Post<\/p>\n

It comes after locals and businesses said the area had become a ghost town <\/a>with empty shops, plummeting footfall sparked by extortionate rent prices and changing consumer habits.<\/p>\n

Some said Sunset Strip had \u201clost its soul\u201d with crowd favorites such as the Viper Room, Chin Chin, Pink Taco and Le Petit Four disappearing.<\/p>\n

But Luchs claimed the street was not dead but undergoing a period of drastic change, with it modernizing more into a Rodeo Drive-style attraction.<\/p>\n

Luchs, the executive vice chairman at Newmark, said: \u201cThere\u2019s a lot happening here. The Sunset Strip has been famous forever, we see millions of cars driving by right now, it\u2019s not like it\u2019s dead but it changes.\u201d<\/p>\n

The Post walked the Strip with him as he pushed back on concerns from workers and locals<\/a> who claim the area has been dying since COVID.<\/p>\n

\u201cYou still have the Roxy, you still have the Rainbow, Tower Records became Supreme,\u201d Luchs said, adding the majority of the spaces that are currently empty have a new business set to open.<\/p>\n

\"On<\/p>\n

On the weekend, places like the Comedy Store, The Rainbow and Whiskey A Go Go often have lines out the door. Wally Skalij for the CA Post<\/p>\n

\"Jay<\/p>\n

Jay Luchs, the executive vice chairman at Newmark, said the Sunset Strip is \u201creinventing\u201d itself.\u201d Wally Skalij for the CA Post<\/p>\n

\"Luchs<\/p>\n

Luchs said the Strip will look much different by this time next year with a wave of new businesses set to open. Wally Skalij for the CA Post<\/p>\n

\"Some<\/p>\n

Some local business owners and residents said the Strip has lost its \u201csoul.\u201d Wally Skalij for the CA Post<\/p>\n

\u201cLESET, a major brand coming to this location \u2014 two weeks ago it said for lease,\u201d Luchs told The Post. \u201cWe just signed Blank Street Coffee, we also have Pura Vida that just opened three weeks ago right next to that.\u201d<\/p>\n

\u201cWe have a sushi place that we are not allowed to announce but its really popular, people will know it if its announced and that\u2019s going on this block as well,\u201d he added.<\/p>\n

Barefoot Dreams, a luxury loungewear and apparel store is taking over a 4,000 square foot store near the Equinox with a coffee shop that will open in the back.<\/p>\n

Luchs noted while the Strip is \u201creinventing\u201d from its rock-and-roll heyday to one defined by more trendy restaurants and retail, echoes of its storied past remain.<\/p>\n

Places like Whiskey A Go Go, Chateau Marmont, The Comedy Store, and the Tower Bar are historic venues that helped make it the \u201csexiest strip in America\u201d and continue to thrive alongside new places.<\/p>\n

\"Shaina<\/p>\n

Shaina Geyer told The Post the Sunset Strip is \u201clacking energy.\u201d Jesal for CA Post<\/p>\n

\"Daniella<\/p>\n

Daniella Spires told The Post she largely avoids the Strip as it now gives off more \u201cinfluencer vibes\u201d instead of the original character that made it one of the most iconic places to visit in LA. Jesal for CA Post<\/p>\n

\"Maximo<\/p>\n

Maximo Ahumada, a bartender at the Naughty Pig, told The Post that Sunset Boulevard is \u201cnot the same as it was\u201d but he\u2019s still optimistic it will come back to life. Jesal for CA Post<\/p>\n

\u201cSoHo House is newer, Birds Streets is newer, Prince Street Pizza, Bar Next Door, and they are all on the street and busy,\u201d Luchs said.<\/p>\n

While the perception from some store owners and locals is that the Strip is no longer the bustling corridor it once was, Luchs told The Post he\u2019s helped put in at least 12 new businesses on the strip over the past year but it takes time to go through the building process.<\/p>\n

\u201cIt\u2019ll look different in a couple of months, but by next year it will be in a whole other phase \u2014 it just depends on how fast they can build,\u201d Luchs said.<\/p>\n

And it couldn\u2019t come at a better time, as West Hollywood Mayor John Heilman acknowledged Wednesday that \u201cSunset presents challenges\u201d in his State of the City address.<\/p>\n

\u201cA number of developments that were approved are not moving forward. A number of vacancies,\u201d he said, according to WEHOnline<\/a>.<\/p>\n

\"At<\/p>\n

At its height, the Sunset Strip was a rock-and-roll destination with bustling tourism, celebrity hotspots, and late-night hangouts that helped cement its place in pop culture history. Jesal for CA Post<\/p>\n

\"A<\/p>\n

A homeless man camps out near a vacant storefront on the Sunset Strip. Jesal for CA Post<\/p>\n

\"\u201cFor<\/p>\n

\u201cFor Lease\u201d signs are scattered along buildings that were once home to businesses that have moved out of the iconic area. Jesal for CA Post<\/p>\n

Data from last year\u2019s State of the City showed the vanishing appeal of opening a shop or nightclub on the Sunset Strip, with vacancy rates at 10.3% for retail and 16.3% for offices.<\/p>\n

But like Luchs, the Mayor is optimistic about the future with stores like Kith and Skims bringing in new life and a wave of companies slated to open in the coming months.<\/p>\n

\u201cI have a very bright outlook for West Hollywood\u2019s future,\u201d Heilman said.<\/p>\n

Luchs noted that the Strip isn\u2019t perfect and it\u2019s sad to see famous places shut their door, the \u201cculture\u201d remains \u2014 it might just looks a little different.<\/p>\n

\u201cI think Sunset Strip is one of the top places in the whole world,\u201d he added.<\/p>\n

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