The longtime owners of the Toyota of Hollywood site between Gower Street and Bronson Avenue on Hollywood Boulevard are thinking vertically about the site's future.

Under their plan, the car dealership would give way to a 35-story apartment tower, a six-story office building and a collection of low-rise residential buildings meant to evoke a village along Hollywood Boulevard, according to an announcement from the dealership's owners, the Sullivan family.

The project will also hold retail space across two levels that connect with public plazas and outdoor dining areas. In all, the project will include 350 for-rent residences, 44 of them income-restricted affordable housing.

“We have envisioned a truly mixed-use campus where people will be able to live, work, and play right on Hollywood Boulevard,” Mike Sullivan said in a statement. “We believe this development will extend the great energy of Hollywood Boulevard farther east and offer a new gathering place for Hollywood residents and visitors.”

Culver City-based Officeuntitled is leading the architectural design for the project.

The property owners filed plans with the city planning department on Friday. The filing lists 6000 Hollywood Boulevard Associates LLC as the applicant. The filing for that LLC lists the downtown Los Angeles offices of Hines as the business address of the LLC. A representative of the project did not immediately respond to questions about Hines' involvement in the project.

Toyota of Hollywood opened in 1957 as the nation's first Toyota dealership, according to the Hollywood Partnership, an association of central Hollywood businesses.

The stretch of Hollywood Boulevard where this project is planned is on the eastern edge of the Walk of Fame. A 24-story tower is planned by another development team on Bronson Avenue south of the 101 Freeway.