Why? It's a rental, no need for fancy marketingAlso doesn’t help that it is rendered on a still image taken from Google Earth. But that’s also good thing, showing that this is still in it’s very early design stages. Details will likely be ironed out in future revisions, I don’t see the lower facade staying.
They might as well just demolish 415 and start from scratch. Any addition to it would look horrid no matter what the design is.