A prominent fixture of West Hollywood’s landscape, the Kylie Jenner billboard at the intersection of Santa Monica and La Cienega boulevards, has been dismantled to pave the way for a new housing development, according to reports from the WeHo Times.

For years, the billboard had been synonymous with Kylie Jenner’s promotion of her KylieSkin makeup and skincare line, dominating the skyline with its striking visuals. However, its significance extended beyond advertising campaigns. In 2019, the billboard became a platform for personal messages when Jenner used it to wish her then-partner Travis Scott a happy birthday, featuring both Scott and their daughter, Stormi.

The decision to remove the billboard comes as part of a redevelopment plan for the area. A source cited by the WeHo Times disclosed that the site will now host a six-story building featuring 30 units of housing, addressing the city’s ongoing housing needs and urban development goals.

The removal of the Jenner billboard marks the end of an era for local residents and visitors who had grown accustomed to its presence. Its absence leaves a void in the visual landscape that had become a part of West Hollywood’s identity.

Speculation now turns to whether Kylie Jenner will seek out another billboard location in West Hollywood or explore opportunities elsewhere in the Los Angeles area. Given her significant influence and brand presence, the possibility of Jenner’s return to the billboard scene remains a topic of interest among fans and advertising professionals alike.

In response to the demolition, sentiments have been mixed, reflecting the intersection between celebrity culture and urban development. Some lament the loss of a familiar landmark, while others view the housing development as a positive step towards addressing community needs.

As West Hollywood continues to evolve, the removal of the Kylie Jenner billboard serves as a reminder of the dynamic nature of urban spaces and the ongoing transformations that shape city landscapes. Whether Jenner’s brand will find new avenues for visibility amidst these changes remains to be seen, but the legacy of the iconic billboard will undoubtedly be remembered in the city’s collective memory.