The newest trend in L.A. office space: In-house studios for traveling influencers

"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 offices in L.A. Their studio offices also serve as marketing centers, with showrooms and meeting spaces where brands can host proprietary events 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 puts together entertainment property leases and sales."

"The office is a creation hub, where influencers can record Puma's design prototyping lab supported by libraries of materials and equipment used to create Puma apparel. Hollywood is a central location for meeting with celebrities, stylists and outside designers, most of whom are based in Los Angeles."

Fashion and lifestyle companies including Puma, Skims, and e.l.f. are increasingly establishing offices in Hollywood equipped with mini studios designed for content creation. These spaces serve dual purposes as both functional offices and marketing hubs where influencers and content creators can film videos, experience products, and generate branded content. Hollywood's appeal lies in its concentration of celebrities, stylists, and designers. Companies prioritize studio spaces as essential amenities when leasing offices, with studios functioning as creation hubs featuring design labs, material libraries, and equipment. These branded spaces also host exclusive events and serve as showrooms, making them critical for companies where brand visibility is paramount.

Read at Los Angeles Times