Hollywood’s most stylish office workers are now demanding something new beyond just fancy furniture and art: small, private studios within their workplaces.
As a movie reviewer, I’ve noticed a fascinating trend happening here in LA. Brands are realizing that all these stars and social media influencers need spaces to create content, so they’re building these really cool, Instagrammable spots. I’m talking about places where they can try out products and shoot quick videos. Companies like Puma, Skims (Kim Kardashian’s brand), and e.l.f. Cosmetics are leading the charge, creating dedicated areas for influencers to experience their products and share them with the world. It’s essentially turning brand experience into content creation, and it’s happening everywhere!
Historically not a hub for clothing companies, Hollywood is now seeing an influx of fashion retailers setting up offices, according to CIM Group, a major commercial property owner in the area.
Blake Eckert, who manages office spaces in Los Angeles, says that potential tenants almost always ask about building a studio when they first tour the property.
Their studio spaces aren’t just workplaces; they also function as marketing hubs. Brands can use showrooms and meeting rooms within these studios to host exclusive events for a select audience.
Nicole Mahalka, a real estate broker at CBRE specializing in entertainment properties, notes a growing trend: companies focused on building brand recognition are now creating workplaces that go beyond just being offices.
Puma’s entertainment marketing team, now located in its Hollywood offices, collaborates with popular music artists like Rihanna, ASAP Rocky, Dua Lipa, Skepta, and Rosé, according to Allyssa Rapp, who leads Puma Studio L.A.
She explained that Hollywood is a key place to connect with celebrities, stylists, and designers, as most of them work in the Los Angeles area.
Puma has created a dedicated space – a ‘creation hub’ – where influencers can film content. This hub features Puma’s design and prototyping lab, complete with a wide range of materials and equipment for making their athletic wear. Founded in 1948, Puma is famous for iconic sneakers like the Speedcat and its leaping cat logo, and offers a full line of athletic wear, accessories, and equipment.
Puma’s marketing team for entertainment also works in the office and occasionally hosts private events there.
Rapp explained that they use the area both to display their products and as a gathering place. It’s designed to be flexible, shifting from a typical office environment into a more engaging and interactive experience.
Beyond typical events, this space can be used for things like creating online content, hosting formal dinners, launching new products, album release events, and running workshops.
We believe it’s vital to create memorable, personal experiences for people when they interact with our brand. Building that cultural connection is a key priority for us.
The company stocks a supply of Puma gear to gift to its most important visitors. Access to their studio is limited to invited guests only, and they don’t sell products directly from their Hollywood location.
Puma is using its Los Angeles studio to connect with major sporting events happening in the city, such as this summer’s World Cup, the 2027 Super Bowl, and the 2028 Olympics.
Mahalka explained that in-office studios don’t have to be large to be effective. They’re typically smaller setups, more focused on green screen work than huge soundstages.
Most businesses now rely on social media to create content. They often host small, informal events where influencers promote products and offer viewers special deals.
Larger, raised stages allow several speakers to have in-depth conversations with intimate crowds. Large screens behind them can create atmosphere or showcase products.
One of the impressive offices is Skims, a company currently worth $5 billion. They’re located in a modern glass and steel building close to the famous Hollywood Boulevard and Vine Street intersection.
The fashion retailer didn’t offer details about how its headquarters are used, but the architecture firm that designed the space, Odaa, says it includes a mix of open and private offices, meeting rooms, areas for teamwork, photo studios, sample collections, spaces to display prototypes, an executive lounge, and a cafeteria that can seat 400 people.
Companies creating their own in-house content studios usually choose the most isolated part of their office for these spaces, according to Eckert. They aim to minimize external light and noise, so they often locate them in the center of the floor plan, away from windows and near solid walls that block sound.
They also need space for green rooms and restrooms dedicated to the talent.
Spotify has created a new, high-tech podcast studio in a CIM building on Sycamore Avenue. It’s currently available only to video creators who are part of Spotify’s partner program and by invitation only.
According to Bill Simmons, Spotify’s head of talk strategy, creating innovative podcasts requires supportive studio environments. He explained that these studios provide the space for creators to try new things and continue to raise the bar for what’s achievable.
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2026-02-27 14:33