For L'Oréal, the Blitz design team designed a captivating West Coast headquarters that combines a feminist history and community-orientedness, brand-specific areas, and themed colours to create a diverse workplace that is fluid, dynamic and glamorous.
Design: Blitz
设计团队：Melissa Hanley、Kimberley O'Dowd、Justin Beadle、Riz Walker、Jenny Heers、Jake Kutzin、John Hunter、Riz Walker、Erica Russell、Clint Coleman
Address: Segundo, California, USA
Area: 12,077 sqm
When: 2022
摄影：Jason O’Rear
Tags: Beauty, Headquarters, L'Oréal, Employee Well-being, Feminism, Daylight Color Inspiration, Inclusion and Diversity, Flyover Corridors, Feminism, Employee Well-being
When commercial design firm Blitz was commissioned to design its glamorous West Coast headquarters for L'Oréal, the world's leading beauty brand, their design vision was fluid, fresh and community-oriented.
Interestingly, both Blitz and L'Oréal's leadership are predominantly held by women, so showcasing a significant feminist history and celebrating the power of women in the workplace is a top priority. The 12,000-square-meter facility was originally an aerospace manufacturing warehouse and employed thousands of women to build airplanes during World War II. These rich historical stories are woven into the design through visual elements and pictorial displays.
As the first unifying home of L'Oréal's West Coast brand collection (NYX, Pulp Riot, Urban Decay and Youth To The People), the project represents both L'Oréal's global brand and the uniqueness of the Californian brand. The master plan is designed around a central axis, which is known as the "River," the Los Angeles River. This metaphorical river meanders through all the social and shared facilities (production studios, creation salons, and coffee bars), promoting spontaneous and organic connections. The dedicated areas of each brand fan out from the main channel where they flow.
Drawing inspiration from the ubiquitous daylight changes in Los Angeles, the design identified three thematic directions to help create the mood of each small environment in the overall space: the cool tones of the dawn morning light represent calm, individual-centric areas, the coworking areas that require more energy and energy, such as coworking spaces and meeting rooms, are represented by warm, vivid midday colors, and public areas where people can relax, such as coffee bars, tend to have a soft atmosphere and are therefore shaped by the warm, saturated tones of the setting sun.
Finishes, graphics (including exterior signage), and stylistic choices (such as tones and furnishings), as well as carefully curated artwork decorations, all contribute to transformative effects. Here, health and work\life balance are paramount, and thoughtful serene elements are incorporated into the design, such as urban gardens, biophilic plants, "barking fields" (for the team's furry friends), health and exercise rooms, indoor and outdoor workspaces, and plenty of natural light.
The design team also added elements of a central connecting staircase and skybridge to the social and physical center points of the project—the first-floor café and second-floor coffee bar. Stairs and bridges not only form the physical connection between floors and areas, but also serve as important spatial organisers, allowing people to climb and walk freely to explore and learn about the space, its components, and colleagues and friends from other departments.
The project houses ProLAb, L'Oréal's first professional college on the West Coast, with an exclusive and independent entrance for the public. The academy includes a well-equipped salon, three training studios and a large, flexible event space (for hair shows and large training sessions) with direct access to the outdoor space for a variety of large-scale events, both indoor and outdoor.
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PS: Please go to the official website to view the larger picture~
— This is shared by POP-kun —
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