Hollywood Boulevard and Vine Street is a fabled intersection, but it fell into a funk decades ago. Now, Dallas developer Gatehouse Capital is attempting to bring back the glamour with a $350 million project featuring a 300-room W Hotel and 140 luxurious condominiums, all framed around a Metro subway station. The 12-story hotel is designed to evoke the symbolism of Hollywood, with huge graphics, a faux red carpet and a pull-down outdoor screen for movie premieres. Hotel rooms will start at $350 per night, with suites and penthouses going for much more all topped by a rooftop pool and club. The residences will top out at $8 million for penthouses. Construction started last year and is expected to finish in fall 2009.

For Tiffiny Lendrum, architecture is in her blood: Her grandfather was an architect, as is her father Peter Lendrum, who founded one of Phoenix's major architecture firms.

But Lendrum, 43, chose her own path to the world of architecture: through art collection. She majored in art history and worked for museums and galleries for several years. Then she worked for companies in San Diego and Santa Fe that assembled art collections on behalf of clients. One of those firms had a roster of clients in the building industry and that's how she reconnected with her architectural roots.

"I found that I preferred meshing my interests in art collection with architecture and design," Lendrum said. "Being an art consultant on building projects gave me that chance."

With some clients in hand, Lendrum came to Los Angeles in 1997 to set up her own art consulting firm. The move was challenging as she had to learn how to navigate Los Angeles, both geographically and culturally.

"It took me quite some time to figure out the art scene here, but I soon found those pockets of galleries and intense art interest," she said.

As a building art consultant, Lendrum specializes in finding works of art to complement both the style and design of the building and landscaping. This requires knowledge of architecture and design and the contemporary art scene. That means she regularly frequents art fairs, worldwide but especially in L.A.

"We keep a digital database of artists we can turn to, a database that represents a broad range of ideas," Lendrum said. "We also go to artist studios and see what they've been working on recently. I especially like to do this to get a flavor of the local art scene."


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