The newest trend in L.A. office space: In-house | Real Estate news

For the trendiest tenants in Hollywood office buildings, it’s the latest fad that goes method past designer furnishings and artwork: mini studios

To capitalize on the never-ending circulation of stars and influencers who come through Los Angeles, a growing quantity of firms are building vivid little corners for content creators to strive merchandise and shoot short videos. Athletic attire maker Puma, Kim Kardashian’s Skims and cheeky cosmetics retailer e.l.f. have areas particularly designed to give people a place to expertise and broadcast about their manufacturers.

Hollywood, which hasn’t traditionally been home to attire firms, is now attracting the places of work of fashion retailers, says CIM Group, one of the neighborhood’s largest industrial property landlords.

“When we’re touring a space, one of the first items they bring up is, ‘Where can I build a studio?’” said Blake Eckert, who leases CIM places of work in L.A.

Their studio places of work also serve as advertising facilities, with showrooms and assembly areas where manufacturers can host proprietary occasions not open to the public.

“For companies where brand visibility is really important, there is a trend of creating spaces that don’t just function as offices,” said real estate broker Nicole Mahalka of CBRE, who places together leisure property leases and gross sales.

Puma’s global leisure advertising staff is based in its new Hollywood places of work, which works with such musical superstar companions as Rihanna, ASAP Rocky, Dua Lipa, Skepta and Rosé, said Allyssa Rapp, head of Puma Studio L.A.

Hollywood is a central location, she said, for assembly with celebrities, stylists and exterior designers, most of whom are based in Los Angeles.

The office is a “creation hub,” she said, where influencers can file Puma’s design prototyping lab supported by libraries of supplies and gear used to create Puma attire. The company, based in 1948, is thought for its emblematic sneakers such as the Speedcat and its lunging feline brand, and makes athletic put on, equipment and gear.

Puma’s leisure advertising staff also occupies the office and sometimes makes use of it for exclusive occasions.

“We use the space as a showroom, as a social space that transforms from a traditional workplace into more of an experiential space,” Rapp said.

Nontraditional makes use of embody content creation, sit-down dinners, product launches, album listening events and workshops.

“Inviting people into our space and being able to give them high-touch brand experiences is something tangible and important for them,” she said. “The cultural layer is really important for us.”

The company retains a closet full of Puma merchandise on hand to give VIP company. Visits to the studio sanctum are by invitation only, though. There’s no retail portal to the exclusive Hollywood places of work.

Puma sneakers are on show in the Puma Studio L.A.

(Kayla Bartkowski / Los Angeles Times)

Puma is also positioning its L.A studio as a connection level for major upcoming sporting occasions coming to Los Angeles, including the World Cup this summer season, the 2027 Super Bowl and 2028 Olympics.

In-office studios don’t need to be big to be impactful, Mahalka said. “These are smaller stages, closer to green screen than a massive soundstage.”

Social media is the key driver of content created by most companies, which can set up small booth-like phases where influencers can hawk sizzling merchandise while offering reductions to people watching them carry out.

Bigger, elevated phases can accommodate a number of performers for prolonged discussions in entrance of small audiences, with towering screens behind them to set the temper or illustrate merchandise.

Among the tricked-out places of work, she said, is Skims. The company, which is valued at $5 billion, is based in a glass-and-steel office building close to the fabled intersection of Hollywood Boulevard and Vine Street.

The fashion retailer declined to remark on the studio makes use of in its headquarters, but according to structure firm Odaa, it has open and personal places of work, assembly rooms, collaboration zones, photograph studios, pattern libraries, prototype showrooms, an government lounge and a commissary for 400 people.

Pieces of a shoe sit on a workbench in the Puma Studio L.A.

(Kayla Bartkowski / Los Angeles Times)

The manufacturers building studios sometimes need to discover the darkest spot on the premises to put their content creation or podcast areas, Eckert said, where they’ll restrict exterior gentle and sound. That’s generally close to the middle of the office flooring, far from home windows and close to everlasting shear partitions that restrict sound intrusion.

They also need space for inexperienced rooms and restrooms devoted to the expertise.

Spotify lately constructed a fancy podcast studio in a CIM office building on stylish Sycamore Avenue that is open by invitation-only to video creators in Spotify’s accomplice program.

“Ambitious shows need spaces that support big ideas,” Bill Simmons, head of discuss strategy at Spotify, said in a assertion. “These studios give teams room to experiment and keep pushing what’s possible.”