Only thing I can think of due to the size they wanted to stagger the Windows to align with their study:
"These shifts and movement, over the course of 140’, create a very rich, dynamic, street front. It is a subtle, complex richness that we are trying to capture in our design, “in an e ort to maintain [this] rhythm that already exists in the district” (OTR Guidelines). We are trying to capture the same sense of movement, and richness, and continue it to the corner of 15th and Vine."-page 197
Not sure why the did it vertically.